SUBJECT: Landing Page Blueprints Lesson 5 of : How to Write a Landing Page that Converts

Hi {!firstname_fix},

Most people have no (or simply the slightest)
idea how to write a landing page that converts.
Instead, they slop together elements that they
have seen used in other landing pages – but
usually do not put them together in the same way
the owner of the successful landing page did.

One major problem is copy. And that's fine. Not
everyone is going to be an excellent writer –
never mind a copywriter. But as someone selling a
product or trying to build a list, it is
important that you know your strengths and
weaknesses – and that you either spend the time
to overcome them or hire someone else to do it
for you.

With copywriting, for instance, it is important
to use a mix of compelling sales points with
powerful psychological triggers. Most people who
create a sales page miss either one or both of
those elements.

For instance, they might concentrate so much on
building hype that they don't actually explain
what solution they are providing – and for whom
they are providing it. If I don't have a specific
problem that your product solves, why would I buy
it? I wouldn't.

Now, if they fail to sprinkle in psychological
triggers, such as “scientifically proven,”
“guaranteed,” and “shocking,” no one will feel
compelled to continue reading, as the benefits
will have a low or average perceived value.

In addition to these two problems, some sales
pages lack coherency and direction. The copy
looks amateurish and it doesn't slowly grind
forward, breaking down the visitor's resistance
to the sale – and compelling him or her to buy
more and more at each sales point.

Additionally, if there aren't multiple calls to
action – another form of psychological trigger –
then a potential visitor might never feel
compelled enough to pull out his or her credit
card on the spot and make the purchase. 

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