I read an article today about advertising.
Specifically paid advertising and where the traffic should be sent.
The writer is a well-known and respected marketer.
He’s spent millions of dollars on thousands of ads over the past several years.
It’s safe to say that he knows what he’s talking about.
What caught my attention was the fact that he was debunking a widely held marketing belief.
The belief that cold traffic should be sent to a capture page.
His position is that paid, cold traffic should be sent to a sales page.
The research he’s conducted over the past several years suggests that the’s right.
I like the idea.
I like his argument that you’ll build a list of buyers using that strategy.
And I like the point he makes that a buyers list is better than a subscriber list.
The only argument I had with the article is that he completely ignored the back end.
Most would say that the big money is made on the back end.
But wait a minute.
He never said that the back end wasn’t important.
He never said to ignore the back end.
He simply said that the way to make the most money on a paid campaign is to send the traffic to a sales page.
If the person buys, they’ll be on a list anyway, and that’ll be a list of buyers.
Very cool.
I’d sure be willing to test it out.
After all, he’s been doing things a lot longer and on a much larger scale than I have.
And it’s a bad idea to argue with numbers.
Especially big ones.
Whether you agree with his findings or not, get out there and test your strategies.
You can choose to send your traffic to either a squeeze page or a sales page.
You can build both types of funnels in your marketing tool suite.
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