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Anatomy of a Novel-Sized Landing Page, Part 2

by Kim MacPherson  |  
May 26, 2009
  |  3,926 views

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

Keep in mind as you weave your landing page "story" together that you don't have to get prospects emotionally involved first and then delve into the logical details afterward. In an ideal world, you're accomplishing both at the same time.

Here's why you need to do this: Once prospects' hearts are in it, they then also need to see why they should buy your particular product. First they need to see what makes it so good. Then they need to see why it's better than a similar product offered by your competitors.


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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.

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