Landing Pages: Show the Trick, Not the Wizard

When we see on TV David Copperfield make something gigantic disappear in front of his audience or Criss Angel make an elephant appear out of nowhere ... does it matter much what the magician's name is? do their years of experience matter?

Although these magicians guarantee the quality of the show thanks to their great reputation, at the moment of the trick nobody thinks about it, the important thing is that we are seeing something unique and incredible, at that moment the important thing is the trick, the name of the magician becomes irrelevant for a bit.

When a person searches for a certain product or service, does the trick or the wizard matter more?

As with magic, there is a moment where the brand of your company is irrelevant, it is that moment where the only thing that matters to the consumer is: What is here for me? This is where we must eliminate all "who we are" from the interaction and put the "what we do" on the table.

Every day I see companies that when doing SEM direct their traffic to a typical home page full of institutional information, photographs of a thousand things, promotions that we are not looking for now and information that is irrelevant at this time.

Imagine a magician who at the moment of making his assistant disappear starts talking about how he can also juggle, tame lions, play the piano and blah blah blah ... Are you doing more than just distracting and boring?

That's when a landing page comes to save the day, in the same way that the magician does one trick at a time and gives it the greatest possible impact, having different special landing pages helps to give the greatest possible impact to your best products, services and promotions avoiding any type of information that is unnecessary.