Posted in Landing Page Optimization	May 16, 2006

By Kim Mateus, Managing Editor Mequoda Daily and Library

Perry Marshall is something of a Renaissance man—engineer, advertising copywriter, technical writer, marketer and philosopher.

Among Internet marketers, he has ascended to the rank of high priest of Google AdWords. As one of the world's leading specialists on buying search engine traffic, he has published a very popular how-to book, conducted high-ticket seminars and is a much-sought-after personal coach.

Prior to his consulting career, he helped grow a Chicago tech company from $200,000 to $4 million in sales in four years, then sell it to a public company for $18 million.

Mr. Marshall has an engineering degree and is co-author of a book for control engineers on the essentials of Ethernet and TCP/IP. Additionally, he has worked as a stereo audio speaker designer, industrial sales manager and marketing consultant.

Mr. Marshall's book, The Definitive Guide to Google AdWords, is marketed from a sales letter landing page on his website.

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Here's how Perry's landing page measures up on the Mequoda Sales Letter Landing Page Scorecard as reviewed by Peter A. Schaible.

1. This is an example of how to use two headlines, each of which addresses a different prospective customer. Both are effective because they are clear, easy to read and engage the target user with the promise of a compelling benefit.

2. Even when visitors skim and scan an online sales letter, they unconsciously expect a certain order or structure. It's part of the mental model we bring to the online experience-grammar, logic, rhetoric. This letter doesn't conform.

3. There are more than three dozen glowing validations of Mr. Marshall's work republished on this page. It's a very convincing display and, in Peter's opinion, the strongest feature of this sales letter.

4. Eventually we learn that there are actually three versions of Mr. Marshall's AdWords toolkit. We wouldn't introduce that notion until the user had decided to buy and had clicked to order. Per Fred Gleeck, "the confused mind always says 'no'."

5. There is no toll-free number for phone orders and no printable order form for fax orders. These represent missed opportunities, especially for corporate sales.