positioning-and-story

Applies when your homepage explains what the product does before it names the problem, your positioning is interchangeable with three competitors, or nobody feels urgency to act now. Produces a hero-and-villain story and a differentiation level you can actually defend.

Get the roles right

Developers do not buy features; they hire a tool to defeat something making their work worse. Assign the roles:

• Hero — the developer. Never the vendor, never the product.
• Villain — the undeniable trend making the pain worse every day.
• Wise advisor — you, arriving with a gift (the product).
• Inciting event — the change in the world that forces the hero to act now.

No villain, no urgency, no story, no conversion.

The three-part story

1. Inciting event — introduce the hero and the villain; the world changed and the hero cannot stay put.
2. Obstacles — specific challenges, each solved with your help, told as mini before-and-afters: "Before, we had [problem]. Now, [measured result]."
3. Resolution — villain defeated for now, specific results, and the hero shares the wisdom. That is your testimonial.