If I am to put an email into a landing page it has to convince me that it is very definitely more than "an opportunity to collect an email address". Just look

If I am to put an email into a landing page it has to convince me that it is very definitely more than "an opportunity to collect an email address". Just look at kickstarter campaigns. There's the actual idea, which I'm interested in, or not. And then there's backup of how good the idea actually is, benefits I may not have thought of, and then a ream of validation; the team, how much work they've spent developing the idea, the execution plan, future direction, etc, etc, ad nauseam to be honest. Personally, I prefer to just see the minimum; the idea, perhaps some surprising use-cases, and plausible execution plans, but clearly the kitchen-sink approach also works.