Here are few points:
1) Know where your visitors are in the buyer's journey
2) Mention your competitors (if relevant)
3) Cater to a certain type of person
4) Geo-Localize your content
5) Target based on user behavior
6) Don't make it about you
Finally, however you decide to personalize your landing pages, be sure to continually test and try new things to find out what works best for your audience.