I’ve got something a little different this week to submit for discussion.
Here’s the skinny: At Copyblogger, you will see a post from Roberta Rosenberg, the “Copywriting Maven” at MGP Direct, Inc. It’s the first in a series - the details of which you can find here at her “Landing Page Makeover Page” - where she takes submitted sites and gives a 10 point critique. First up - SEOMoz’s premium membership landing page.
I actually think she’s spot-on with her comments (although I am the only person in the known universe, apparently, who likes reverse type, but that’s just me). It’s a really helpful post for anyone to read if you’re creating or revising a landing page. What I want to talk about instead is the “catch”- which is wonderfully creative, and I feel like Scrooge even bringing it up, but something about it tweaked me. By that I don’t mean “pissed me off” or “got my dander up” at all. I mean - it poked at me. It caught my attention and then some. Bottom line: I don’t know how I feel about it! And I’d like y’all’s input.
Here’s the deal with the makeover: you have two steps to take to get in the door. One - sign up, and thereby agree to share the critique with the world via Copyblogger. Fair enough. Two - this is the part that tweaked - you must donate to Heifer International an amount equal to whatever it is your landing page is trying to sell. Selling $299 premium memberships, like SEOMoz? Donate $299. “Selling” chapter 13 services, as I sort of do here? What - I’d have to donate $2500? (That’s my total starting fee.)
While I think Heifer is a great cause - and I donate regularly - it’s that “amount equal to what you’re selling” thing that’s getting me. On one level, you could argue that, at a minimum, that’s what the critique is worth to the page owner. OK, I get that. But on another level, how is the same service worth such a drastically different price to various owners? How can it be $300 for Rand and $2500 for me? We don’t normally price services like that (with exceptions, of course) - based on the benefit to the person receiving. Value, instead, is generally consistently measured across recipient demographics. I don’t charge a person who’s REALLY in debt more money to file bankruptcy.
Now, this isn’t really a charge, I get that. It’s a donation - and to a very worthy cause. So, ergo - my dilemma. I don’t know how to feel about this. So, I’m asking you guys - how do you feel about the way this is set up?
(As a sidebar, Roberta notes that gifts to Heifer are tax-deductible, and says your donation in this program “may” be tax-deductible too. The operative word is “may.” I have some lawyerly questions as to whether the IRS would deem this, rather, payment for services rendered to Roberta - and generally, you can direct payment for services rendered to be made to a third party. I don’t know for sure - I am definitively NOT a tax lawyer, have no wish to be, and don’t even play one on TV or in the blogosphere.)
Talk back!
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