The Payoff is the part of your content that gives your readers, listeners or watchers “the meat” you promised in the headline and opening.

It also happens to be the biggest chunk in the formula – probably 80% of the content.

Since you already chose your Content Type at the beginning of the Template –

— How To, Story, Interview, or Case Study…

…and the Content Format – Text, Audio, Video, or Infographic…

…It’s time to get cracking and create the content itself:

You can complete this part of the Landing Page Template a couple of ways.

You can create an outline or bullet list of the main points you want to make, and just write or speak from there.

If you check out the most popular posts on almost any site, you’ll discover that list posts are at the top of the charts. Lists are easily scannable, and allow the reader’s eye to make fast work of digesting your article.

“3 Ways to Do …” “5 Keys to ….” Or “7 Secrets of…” are classic Internet content styles using lists or bullets.

If you’re not using a list, use the inverted pyramid style to deliver your Headline’s promise in a clean and easy way.

The inverted pyramid structure starts with your conclusion, then presents the supporting information, and finally, offers general background information.

This style allows your visitors to get the most important information right off the bat — so they can stop at any time after digesting the main point first.

Just make sure to break up your text into easily scanned “chunks,” using plenty of bullets and/or sub headings.

Here’s how that might work:

Conclusion:    You have 8 seconds to get your website visitor’s attention.

Supporting Info: Eye-motion studies show that website visitors scan the webpage first, moving their eyes in an F-shaped pattern, looking for key information that will help them decide whether to read the entire article.

Background Info: The inverted pyramid has been used in journalism for decades, and is based on a newspaper’s need to fit articles and stories into a limited amount of space. Putting the broad details at the end allowed them to cut an article from the bottom up.

Regardless of your content format, it’s wise to set yourself up with an outline or “mind map” first, to organize your thoughts, emphasize the most important information, and edit out anything that doesn’t support your message.