The sales pitch without the sales speak.
A great lead-generation “buzz” piece or webinar topic won’t get you too far without a great landing page to close the deal. A great landing page will re-enforce the features of your special offer, and—more importantly—the benefits of downloading/ordering/accessing that offer. Often, landing pages are part of the larger lead-generating campaign, along with the “buzz” piece, emails, ads, and social media posts.
I take your offer or event, pull out the features and benefits and uniqueness, and write concise text in plain language that emphasizes why the page viewer will want to take you up on this offer.