There are two ways that you can convince a prospect to follow through and act on your landing pages:

1. You can tell the prospect that your product is the best.
2. You can tell a great story and let the prospect come to their own conclusion about the value you are offering.

Which method do you think works the best?

Self-formed opinions are much stronger than those that need to be coaxed.

Telling a story is a craft that all PPC marketers need to hone in order to create effective landing pages. A convincing story is one that positions you as an expert, and builds empathy and trust. Two accomplish this, your landing pages need to include:

1. A compelling reason to believe that you have the answer to the problem
2. A free offer to justify trust

Give propects the evidence they need to come to their own positive opinion about your offering–it's much easier than trying to convince them of your greatness!