Sales Letters for a landing page - need some advice
I'm creating a landing page for my weight loss product. A little background about me and my product, Im an MD and an avid health/fitness nut.
A couple years ago, I set out to improve on what I perceived as an overall low performance index for most weight loss supps.
Anyhow, fast forward to today, our product is out and available online. I really wanted to eschew the traditional "sellY" approach and instead crafted a no-hype, informational website to sell the product.
As you can well imagine, the site shown above has poor conversion - as I later learned its not a real landing/squeeze page at all.
So, learning from my mistakes we're making a new landing page specifically for internet sales (the other site is great for established customers and word of mouth).
My question to you all is - is it really neccessary for a sales letter/landing page to follow the traditional "sellY" format to work?
I'm wondering simply because I'm reviewing the work that a copy writer/warrior has provided.
His content is supposed to be "super hot" etc. etc.
However, I read it and I think its too sensational and hype driven. One side of me wants to have him tone it down, while the other half is thinking perhaps this is whats needed to convert total strangers.
As a physician, I understand that I'm probably overcomplicating things. Should I just throw this copy up and see what sticks?
Please advise - should a good sales letter follow a certain pattern?
I know that excitement sells. I fear that in trying to "take the high road" and avoid the fear/greed/envy/want metrics of desire, I'll just doom my product to fail. Is this true?
Thanks Warriors!!
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