While ideally you have some sort of proof direct in your headline and ad, your persuasiveness argument relies on how well you prove your point. You see, it’s ultimately about belief and feeling.
As heavy hitter Gary Bencivenga says:
Almost everyone in the world, in every field of human endeavor, is desperately searching for someone to believe in. Be that person and you can write your own ticket. Belief is today’s most overlooked yet most powerful key to boosting response to any ad, in any medium. Harness it and you unleash the core atomic power for exploding response.
Most prospects want to believe the claims you make in a landing page, yet the claims challenge their world-view and the status quo. You need proof, ideally proof that resonates emotionally, in order to get them to take action.
A landing page, or a salesletter, is like a one-to-one conversation between you and the prospect. You put various things on the landing page, designed to instill a particular reaction in the reader’s mind.
A good landing page is written in a conversational tone. Short words, short sentences, short paragraphs. In fact, you can read it out loud to ensure that the text “flows” well. Landing Pages for your Lean Startup
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