Tell them exactly what they will get for their money
This should be in the latter part of the landing page, where you include details of any bonuses that are coming with the main product. But be sure to list the main benefits they will get from buying the main product itself. This is your primary focus, and you should always make sure you make it clear what a good buy it is.
Use facts to support your claims and strengthen your writing overall
Statements of fact are always worthwhile using because they add credence to your landing page. You have probably read landing pages before which have a number of facts dotted throughout them that are relevant to the product being sold. Look into all the research you have done to see if there is anything there that you can use. Sometimes simply pointing out certain facts about the product itself can have a big effect.
And don’t forget about figures too
Figures are equally if not more attractive than facts when it comes to spicing up your landing page and catching the eye of the reader. If someone is scanning your text very quickly to see if there is anything there that could be of interest to them, any figures that have been included in the text will leap out at them. Therefore, they will tend to read what follows those figures – and that gives you a great chance to convince them just how good your product is. You can use numbers in a variety of ways. Percentages are good if you can substantiate them – don’t try and use them if you can’t, because it will destroy your credibility. Look at the next point to discover a great way that you will always be able to use numbers to good effect.
Include page numbers with your facts
This obviously only applies to books, but you can use it with other products too. For example, you could make a reference to the size or dimensions of something. This will help a potential customer visualize the product more readily. If the product is perishable, say how long it is guaranteed to last for. If it can only be used a certain number of times, make sure you tell them that number. As far as page numbers are concerned, you can mention what can be found on a certain page of the book, or what they will learn in a particular chapter. It all helps people to identify with the product more easily – and that can lead to more sales.
The 800-Pound Gorilla: 305-page guide for Writing, Publishing, and Selling EBooks and 17 video tutorials at The Wealthy Plumber: Writing, Publishing & Selling EBooks.
Don’t deceive your reader
This should be obvious, but it’s not about lying. When you are in the middle of writing a landing page, you will find that it’s very easy to start exaggerating certain elements of your product without even realizing it. Always ensure that you are accurate and truthful about every aspect of your product, and be prepared to double check all your text several times before constructing your landing page and making it live. We’ll get into this in more detail in the section on editing your writing.
Don’t forget to insert those keywords
Remember all that keyword research you did? Well now is the time to keep that list of keywords close at hand while you are writing. You will need to make sure that your text is peppered with these without it spoiling the overall appearance of your writing. If you have ever read any piece of writing that has gone overboard with keywords and phrases, you will know how stilted and uninformative it can be. It becomes clear that the main task of the writer has been to get as many keywords in as possible. So while you should try and ensure that your landing page is as appealing to the search engines and to your potential buyers as possible, the number one priority should always be that your text is readable and that it flows.
Avoid using long sentences
Here’s a quick tip for you – once you have completed the first draft of your landing page, read it out loud. This is the single best way for rooting out any long sentences. Keeping them short will make the page easier to read. It will also make it easier to order your thoughts and to make sure that you don’t confuse the reader by throwing them too much information in one go. The rule of thumb is this – if you are reading the text aloud and you run out of puff before you get to the end of a sentence, try rewriting that sentence so it’s shorter.
Don’t apologize for anything
Every product has a downside in one form or another. It may only be a disadvantage when you compare it to a rival product, but you can still usually find something to point to. However, the trick is to turn that downside into a positive. And you should certainly never point out any disadvantage your product might have, because you will lose sales if you do. Try and identify any potential problems before you start writing, and think about how you can turn them around. For example, let’s say you are releasing a new eBook on starting your own business. You know there are others on the market and they are twice the length of yours. But instead of bringing attention to that in a negative way, you should think about how you can throw a positive light on it. Don’t even mention the length of the others. Instead, you could say something along the lines of your guide being the most no fluff and compact guide around today.
The 800-Pound Gorilla: 305-page guide for Writing, Publishing, and Selling EBooks and 17 video tutorials at The Wealthy Plumber: Writing, Publishing & Selling EBooks.
