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When programmers write sales pages

When programmers write sales pages

April 14, 2014

Call me weird but Ive always loved reading longform sales pages. Lately Ive been reading through some programming ebooks sales pages and Ive noticed a pattern again and again: every one of them is extremely short.

For example, heres how Working with unix processes sells itself.

Of course the subject is deeply technical, but Im sure people would have benefited from a little more hand-holding. So, there are real world concerns about spawning shell commands, what are they?

On the other hand, Heres an excerpt from the landing page of the Ultimate Guide to Disneyworld. Its an ebook written for middle-aged stay-at-home moms, and it has a great landing page. Heres how the author sells one of the many chapters of the book (highlighting is mine):

See the difference? The Disneyland ebook is a lot more upfront about the value it will bring out.

Most programmers dont like to brag. Wed like our products to stand on their own merits. Its not a good idea to do this on your landing page, though. Theres a lot of potential readers out there who dont understand the problem enough to make an informed choice and theyre also the ones who need your book the most.

Key takeaway: You shouldnt expect your customers to understand the value of your product by themselves.

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