a single source, nothing corroborates it
Draft the page to find out what you sell
Writing the page is a positioning exercise disguised as a marketing task. You cannot finish a headline without naming who the buyer is, what is going wrong for them and what changes afterwards, so the blank page exposes every gap in the idea while it is still free to fix. Aim the finished wording, the price and the vocabulary at one profile.
The method
- 01
Write the landing page before anything else, because drafting it forces you to state who the product serves, what their central struggle is, how you resolve it, and what improves for them.
- 02
Write the landing page for a new information product as the way to work out what the product actually is.
- 03
Point every piece of messaging at that one profile, including the site, the ads, the vocabulary, the writing style and the price, so the right visitor recognises within about three seconds that this was made for them.
What it returned
It is the first question Justin asks any startup that hires him for marketing advice.
Sources
- I've been following you since grade 9Justin Jackson · justinjackson.ca · Let me see your landing page... · undated
- The roadmap to Product/Market Fit (PMF)… maybeJason Cohen · longform.asmartbear.com · Find your ICP · 2023-12-24
- Week 43 RetrospectiveCory Zue · coryzue.com · Info Product · 2018-01-15
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
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- Instrument the funnel before you guess at it4 unconnected
- Show the product running, not a picture of it4 unconnected