There’s one rule I stick to when writing landing pages: Write like your reader has to pee excruciatingly bad.
Some businesses think landing pages need a “THUD” factor; that persuasion means a breakdown of every rational reason to buy.
Readers live in a world of distraction. They only keep reading if they’re interested. MORE interested in your page than anything else on the planet. Cellphones. Other pages. Their bladder.
Imagine readers doing the ants-in-your-pants-dance, shouting “Idon’tcareIdon’tcareIdon’tcare” and running to the bathroom if they read a single uninteresting sentence.
That’s your customer. They’re in a hurry.
But everyone has tuned into something –so intently- that they forgot to pee their pants. Sudden death overtime. The last down of the Super Bowl. Something you’re so invested in that you force yourself to hold it.
That’s what your landing page needs to do.
Nobody wants to hear about features unless they’re tied to benefits they care about.
They don’t care about length. They care about the value to themselves.
Persuasion means offering a value so immediate, relevant and enticing that readers would rather soak their jeans than tune out.
Write landing pages like that.
*This is my first post for “Short Month”. People sometimes think long posts are the only ones that get shared or offer value. I think that’s hooey, so I’m challenging myself to prove them wrong with a month of posts less than 250 words.