Storytelling

From unbounce - what the landing page from your advertising should do:

Storytelling

Effective salespeople are good storytellers. Effective landing pages take an idea (the ad) and expand it into a clear and powerful motivational story. This is done through the implementation of persuasion design techniques. These include a hierarchy of content types or “chapters” including:

• Unique selling proposition (USP)
• A succinct and compelling overview
• Rich media showing context of use (video or photography that shows the product or service in use) – see this page for an example: http://app.ibriteapp.com/ibrite-ipad-application/
• A list of benefits and/or features
• Testimonials and indicators of social proof
• Directional cues to guide the user and direct interaction
• A seductive call to action (CTA)