Did you know that landing pages fail almost at the headline stage? We’re all told to create landing pages.  So why do they fail? The answer, it seems, can be found at any international airport. When planes land, they don’t land all at once. They land one at a time. Yet on a landing page, we scrunch the issues together. We throw everything at the page. That’s a mistake. And this episode tells you why it’s a mistake and how to fix it. ======= In this episode Sean talks about Element 1: How to choose one problem Element 2: Defining why the problem is important Element 3: What to do with the rest of the problems Right click here and ‘save as’ to download this episode to your computer.   Useful Resources Find out: Why clients buy and why they don’t. Listen: The biggest “rookie mistakes” when putting a landing page together? Read or listen: How To Design A Sequential Landing Page—Part 2 ========== When you’re at a derby, you notice something interesting. Every single horse bolts out of the gate all at once. But wait, that is not interesting, is it? That’s what the horses are supposed to do. They are expected to race madly towards the finish line so that they can win the championship. Which is fine for horses, but terrible for landing pages. On a landing page, the first thing you present your client with is “the biggest problem”. If you were to treat the landing page like the horse derby, then all the problems would try to outdo each other in the very first paragraph. Like horses thundering towards the finish line, they would all attempt to get ahead of each other. And this causes a problem for the client looking at your landing page. Suddenly that client is faced with a ton of information hitting him all at once. It’s why clients leave your landing page; they become disoriented, but mostly overwhelmed. On any sales or landing page – your job is to present the client with the biggest problem. A client gets interested in your product or service because you’re taking on a specific problem. And it’s that problem that needs to rise to the surface. A landing page is more like a layered cake than horses at the horse derby. There needs to be a sequence of ideas presented one after another based on their importance. And yet, this restriction causes a real headache, because most products and services solve multiple problems, don’t they? How do you choose which problem to use? And what do you do with the rest of the problems? Do you just drop them or do use them elsewhere? That’s what we are about to find out as we go on this journey on isolating the problem. However, it’s not a very long journey. We got three simple steps that will enable us to create a more precise landing page — and one that will get and keep the customers attention. We will find out where the customer gets confused and how to eliminate that confusion. The three elements we will cover, are: Element 1: How to choose one problem Element 2: Defining why the problem is important Element 3: What to do with the rest of the problems When I was about ten years old, I wanted to be a pilot. In fact, I can’t remember anyone at school who didn’t want to be a pilot. However, for most of us growing up in India, a trip to the airport was out of the question. This is because air travel was not as frequent or inexpensive as it is at this point in time. However, on the rare occasions that I did get to the airport, it was fascinating to watch the planes land and take off. But what was most interesting of all, was how the planes circled the airport. Planes circle for a reason; Air-traffic controllers exists for a reason. You too are an air-traffic controller when it comes to your landing page. In fact, it’s pretty ironic that it’s called a landing page in the first place, isn’t it? Ironic, because so many of us are more than keen on making sure all those planes land at the very same time. Circling planes don’t run out of fuel in a hurry, so why not let them circle a bit while you get the most