Speak to Your Market

The thought of creating the content or pitch page for your web site may, at first, seem daunting but it is far easier than you think. All you need is an understanding of what your particular market responds to – and the rest will follow.

Effective content to pitch your product is often referred to as a "sales letter." Ideally, if you later expand your product offerings (or if you haven't yet created your first product) you should construct your sales letter prior to your product. Just go ahead and create the perfect sales letter for your perfect product. It is well known that many successfully selling products are created AFTER the sales letter.

You should aim to appeal to the market you are promoting to and remember these potential customers are not experts, but rather they are ordinary, average people seeking information/help.

Remember, your advantage here is identifying with the customer, i.e. I used to be like you, now my "problem" is solved because "I simply did x,y,z." Provide a solution to their problem.

Focus the majority of your sales copy on their emotional needs ("stop embarrassing snoring"). By all means use scientific proof, but make sure you identify with their immediate needs ("they need to stop snoring tonight otherwise their marriage is over").

The majority of publishers are not "qualified experts" with extensive proof that their product works (for example testimonials, screenshots, endorsements, etc). And that's fine – provided you position yourself in your sales letter as an "average guy who overcame the problem" and come across as believable.