a single source, nothing corroborates it

Run the page as pains, relief, then mechanism

Three movements in order: what hurts now, what the same week looks like once it stops, and only then how the product performs the swap. Pivot into the product explicitly by conceding the reader already knows the technique, asking why they are not doing it, and answering that setting it up is the miserable part.

The method

1. 01

   Build the page as a three-part narrative: the pains, then the same life without them, then how the product does the conversion.

2. 02

   Use an explicit pivot from method to product: concede they already know the tactic, then ask why they are not doing it, then answer that it is a pain to set up.

Sources

• Step-By-Step Landing Page CopywritingNathan Barry · nathanbarry.com · Round Two · 2013-02-19