Landing page optimization is about people, not products. You need to explain how you will change people’s lives, not what you will sell them. To do that, you need to get into their heads until you know them better than their own mothers.
Mothers have an uncanny ability to buy birthday presents that are almost perfect. You enjoy saltwater fishing, and she buys freshwater lures. You enjoy red wine, and she buys white. Moms are amazing, but it’s a good thing they’re not marketers.
You, savvy marketer, need to know if your customer wants red or white, marlin or trout, or software or hardware. More importantly, you need to dig into their minds to know why they want these things.
Know who you’re talking to
How well do you know your customers?