Which prompt to choose
Selling in writing has schemes that have been known for decades, and the AI knows them: they just need to be called up by name. The first prompt writes the entire page, the second works only on the most delicate piece (the headline and the opening), the third takes apart a page you already have to tell you where it loses customers. Choose based on where you are.
- Landing page from scratch: first prompt, complete structure with a sales formula.
- You have the product but don't know how to open: second prompt, ten hooks to choose from.
- You already have a page but it converts poorly: third prompt, an audit that finds the weak points.
How to do it
- Open the AI assistant.
- Before asking for the text, give the AI three things: the product, the exact customer, the problem you take away. Without the customer's pain, any sales copy is mute.
- Copy the prompt and send.
- On the draft, work by subtraction: "cut 30 percent", "a single call to action, not three", "remove the promises I can't prove".
The operational syntax for a complete landing page:
Act as a sales copywriter expert in landing pages that convert.
Product: "online course to learn to take photos with your phone".
Customer: parents who want nice photos of their kids without buying a DSLR.
Problem I solve: their photos come out blurry, dark, badly cropped.
Write the page following this structure:
1. Headline that names the desired result.
2. Opening on the problem, written as they experience it.
3. The promise: what they'll be able to do at the end.
4. 3 proofs or reasons to believe it.
5. What's included, in 4 concrete points.
6. A single, clear call to action.
Constraints: no promises I can't keep, no fake urgency like "today only". Honest tone.
The operational syntax for the opening hooks only:
I have to open the landing page of this product: "[product]" for this customer: "[customer]".
Give me 10 different openings, each one or two sentences:
- 3 that start from the customer's problem.
- 3 that start from a concrete result.
- 2 that start from an uncomfortable question.
- 2 that start from a fact or a real scene.
No "in an increasingly...". I want openings that make people stop and read.
The operational syntax for analyzing an existing page:
Act as a conversion expert auditing a sales page.
Here is the current text of my landing: "[paste the text]".
Tell me, no beating around the bush:
1. The first thing that would make a visitor flee.
2. Where it isn't clear what I sell or to whom.
3. Where proofs or reasons to trust are missing.
4. The 3 changes that would make the biggest difference, in order of priority.
After the draft, put it to the test of one question: does a stranger who reads it for ten seconds understand what you sell, to whom and why they should act? If not, the problem is clarity, not the words.
A concrete example
Elena sells an at-home closet organization service. Her page said "Professional tailored tidying service". True, but it didn't sell. She used the complete prompt putting as the real problem "you open the closet in the morning and can't find anything, and you always dress in the same three things".
The AI opened the page with that scene. The headline became "The morning you'll get dressed in two minutes". Elena removed two exaggerated promises the AI had added, kept the structure, put in a before-and-after photo. The page stopped describing the service and started talking about the customer's life.
When it does NOT work (and how to fix it)
If the text promises things you can't keep
The AI tends to inflate to sell. It's a concrete risk: a false promise exposes you legally too, besides burning trust. Always add "use exclusively benefits I can prove; if you invent a promise, flag it so I can remove it". And reread every statement yourself, asking: can I prove it?
If it sounds like a TV infomercial
The shrill tone comes from training on aggressive marketing material. Correct it with "Italian tone, honest, no fake urgency, no machine-gun exclamation points". If that's not enough, paste an example of a sober page you like and ask it to imitate its register.
If the AI puts three or four calls to action
A page that asks for too many things gets none of them. Impose "a single action, repeated twice at most: at the top and at the end". The clarity of the invitation matters more than its insistence.
A tip from someone who actually uses it
Have the AI write three versions of the headline with different levers: one on the problem, one on the result, one on curiosity. The headline decides whether the rest gets read, and faced with a blank page you find one; with the AI you compare ten in two minutes. Then the one you choose, test it for real on the audience, because on what converts the customers are always right, not the intuition.
Frequently asked questions
Don't sales formulas make all pages the same?
The formulas are the skeleton, not the flesh. Problem-promise-proof-action is the structure; the specific problem, your real proofs and your voice are what set your page apart from a thousand others. The skeleton is invisible to the reader: what they see is the story you put on top of it.
How long should a landing page be?
As long as it takes to make people decide, not a line more. A simple and cheap product sells with little text; an expensive or complex one needs more proof and therefore more space. Ask the AI to adapt the length to the type of purchase, not to a fixed number.
Does a page written with AI convert less than one written by hand?
No, and the misunderstanding should be cleared up: whoever buys neither knows nor cares who wrote the page. They decide based on how understood they feel and how much they trust. A poorly generated page, generic and bloated, converts poorly, exactly like one written badly by hand. One built on a real problem, with real proof and a single clear request, sells. The judge is the customer, not the author of the text.