Wrote this as a post initially.. but thought could help a bunch of people still creating Landers 
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The golden rule..
Facts Tell, Emotions Sell
Sell the BENEFITS, not the FEATURES!
Tell them what they will GET, what pain they will solve, what pleasure they'll get!
Not HOW your tool does it.
What emotional feeling is your target market looking for?
Freedom? Significance? Relaxation? Love?
What emotional feeling is your target market looking to avoid?
Boredom? Insecurity? Uncertainty? Financial Pressure?
Secondly...
you have to judge how AWARE are your costumers of this need?
Most Aware -> Product Aware -> Solution Aware -> Problem Aware -> Unaware.
E.g for Apple, most consumers are Most Aware, they know everything about the product, and just need to know the price.
Product Aware people, know you know, know the product, even know the competitors, but still on the fence.
Solution Aware people, they know what the problem is, and know what the solution is, just don't know that your product can provide that solution.
Problem Aware people, know that they have a problem, but don't know if a solution exists, or how to solve it.
Unaware people, don't know that they have a problem, let alone a solution. You have to convince them and uncover their problem.
Just using those two factors, EMOTIONS and leveraging their Awareness Level,
Your conversions will skyrocket
Split test yourself and see the magic work
-----------------------------------------------------
The golden rule..
Facts Tell, Emotions Sell
Sell the BENEFITS, not the FEATURES!
Tell them what they will GET, what pain they will solve, what pleasure they'll get!
Not HOW your tool does it.
What emotional feeling is your target market looking for?
Freedom? Significance? Relaxation? Love?
What emotional feeling is your target market looking to avoid?
Boredom? Insecurity? Uncertainty? Financial Pressure?
Secondly...
you have to judge how AWARE are your costumers of this need?
Most Aware -> Product Aware -> Solution Aware -> Problem Aware -> Unaware.
E.g for Apple, most consumers are Most Aware, they know everything about the product, and just need to know the price.
Product Aware people, know you know, know the product, even know the competitors, but still on the fence.
Solution Aware people, they know what the problem is, and know what the solution is, just don't know that your product can provide that solution.
Problem Aware people, know that they have a problem, but don't know if a solution exists, or how to solve it.
Unaware people, don't know that they have a problem, let alone a solution. You have to convince them and uncover their problem.
Just using those two factors, EMOTIONS and leveraging their Awareness Level,
Your conversions will skyrocket
Split test yourself and see the magic work
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