Anatomy of a Novel-Sized Landing Page, Part 2

You no doubt know that the landing page—a true "selling" page for a specific product or service—can be a vital part of your sales process. And although it may be more efficient to drive people from an email or a search ad directly to an order form or a simple one-pager of product features and benefits, you'll likely lose a significant amount of revenue by going that route.

Of course, it really depends on what you're selling. A 99-cent "widget" may sell like gangbusters with a simple order form. But when you're talking about higher-end products—especially if they're geared toward a specific niche audience—you're going to have to speak their language. And, typically, you're going to have to speak it with a lot of detail. We're talking volumes here, in some cases.

In Part 1 of this article, I talked a little bit about the necessary components to a successful landing page: You need "bones" to hold it all together; you need to keep the message on track and motivating by maintaining a consistent theme throughout; and you need to stir emotions... pique curiosity... make people go "ooh" and have them really feel something—right there in the old ticker. 

Once a prospect's heart (and all those emotions that go along with it) gets in the game, you're pretty much home free. Well... almost.

Getting wrapped up in a product or service by reading about it can be a beautiful thing to a prospect. But most people do need to see the logic behind what you're selling before they'll actually buy. That's where the brain comes in.

The "Brain": Using Logic to Enhance Credibility and Make the Sale

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Kim MacPherson is founder and chief copywriter for Inbox Interactive (www.inboxinteractive.com), one of the first agencies dedicated solely to email marketing. Reach her via kim@inboxinteractive.com.