Emilio Garcia explains why your offer must match what someone is actually looking for. Show an aggressive offer to someone just browsing and they'll leave. Show a weak one to someone ready to buy and you'll lose the sale. The landing page is where this alignment happens.
The offer really matters, right? Because if someone has a high-intent search, you need an offer that matches that high intent, right? You need to offer something that aligns with that level. And so yes, there's some nudging that happens when you do advertising and when you do marketing in general, but if you are super misaligned with that, you will not get great results. More often than not, the misalignment happens because you have someone that has very little low intent and you have an offer that is very aggressive in terms of intent, and a person is pulled off. It happens the other way around as well sometimes, that you have someone is ready and you have a very weak offer where they cannot take action. And that's also something that shouldn't happen. So ideally you have something that addresses the current intent and goes a little bit above or beyond that to move people closer to the next step, right? So that offer, usually in the digital world, is your landing page, right? Is the thing that you know that you want to offer.
