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Marketing Book Summaries

Get More Conversions: Key Points from Marketing Sherpa’s Landing Page Handbook

Post image for Get More Conversions: Key Points from Marketing Sherpa’s Landing Page Handbook

If you’re just getting into PPC marketing, you’ve probably seen the term “landing page” thrown around a lot.

Put simply, a landing page is any page on a website that a person lands on after they’ve clicked a search engine result or on an online advertisement.

Back in the day, most marketers would simply make their homepage a landing page. Makes sense, right?

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Breakthrough Advertising: A Summary of Eugene Schwartz’s Classic Marketing Text

Cover of Eugene Schwartz's book Breakthrough Advertising

Breakthrough Advertising: How to Write Ads That Shatter Traditions and Sales Records is an absolute classic in the field of marketing.

Its publisher claims that the ideas in Breakthrough Advertising have generated millions of dollars in revenue for its readers, and this is one of the few books that I would believe that claim.

I highly recommend you get a copy from your public library (if you can find a copy), or buy it from BottomLineSecrets

But if you don’t have the $95 to splash out on a copy, I’ve summarized the book in this post. If you like this summary, please leave a comment!

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Six Proven Principles of Persuasion

Summary of Influence: The Psychology of Persuasion

Anyone who’s been around internet marketing for a while is familiar with the concepts of “scarcity” and “social proof”.

Here’s an example of these two concepts in action:

“Hey {!firstname_fix},

Frank Kern is launching Mass Control 13.0! Dude, EVERYBODY is buying this product! You better get it quick, because there are only 13 copies left!”

Note the claims that “EVERYBODY is buying this product” (social proof), and “there are only 13 copies left” (scarcity).

What a lot of internet marketers don’t know is that these two tactics come from a classic marketing text by Dr. Robert Cialdini.

Cialdini’s book (Influence: The Psychology of Persuasion) has a lot more good stuff than just those two tactics, so I’ve decided to post a summary of it. I highly recommend you read the book - it’s chock full of awesome examples of psychological principles in action. But in the meantime, check out my summary below.

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