by Cara Lumen
You have an idea for a new teleclass. It’s sort of dancing around you in the air, unformed, changing shape, but eager to come in. How do you capture your product ideas and begin to shape them? By writing your landing page first. Yup, before you even create the product you need to know 1) if there is a need for your product and 2) what exact needs your product will meet. And interestingly enough, writing the landing page will also let you decide things like how many weeks, and what price and what will be offered each week, because you have to write it all in the landing page.
Is there a need for it?
Before you spend anytime creating anything, and as hard as it is to do this when the idea is exciting, take time to see if it is really needed. And if so, by whom? And how many “whoms.” I have certainly written my share of things because I needed to write them and create a system for me to work the strategy, but ideally, you want others to want it too. So doing some research will let you know where your idea will fit in, who will buy it, and what it will do for those that do. All questions you have to answer in the context of your product as well as on your landing page.
What will you product do?
“What will the product do for me?” That’s the major question everyone asks, so you have to be clear about that and deliver those results in the product and talk about it on the landing page. As you write your landing page you are going to put yourself in the mind of the consumer and answer all the objections even before they are asked. Again, you need to handle objections on your landing page but you also want to address those objections in your product.
What will your product look like?
I don’t mean the cover or even the title, I mean how long is it? What topics does it cover? If it’s a class what will be covered in each class. You may or may not list that on your landing page but you certainly will pull out bullet points of benefits they will receive because of your content choices.
As you write your landing page, you start making choices. Yes, you want it to be a webinar; no you do not want to create transcripts of the conference calls. Yes, you want to create a workbook rather than individual handouts. What bonuses can you give? What added incentives like 20 minutes of personal coaching can you offer? You get the picture, when you write your landing page first you get to define your product and its intention very clearly before you write a single word.
A landing page makes you price out your offering, think up ways to bundle things together, find bonus items you can give to add value, and it makes you set up your shopping cart so you are ready to receive enrollments and/or sales. And create your thank you page.
One of the greatest gifts a landing page gives are the wonderful phrases that show up as you explain what you are going to accomplish. Sometimes titles show up, sometimes new segments come up, sometimes whole new product ideas appear.
A Landing Page is Magic
Writing a landing page is like waving a magical wand and having your product created right in front of you in a day’s time. You have content, you have a marketing plan, you have pricing, and you have structure—all because you wrote your landing page first.
© 2010 Cara Lumen