Stripe's marketing team has one rule for landing page copy:
"Describe the outcome, not the feature."
Most companies write: "Our API processes payments in 12 countries."
Stripe writes: "Get paid by anyone, anywhere."
Same feature. Completely different framing.
The 59-sec takeaway:
Features describe what your product DOES.
Outcomes describe what your customer GETS.
No one cares about your API. They care about getting paid faster.
How I'd use this:
Open your landing page right now.
Find every sentence that starts with "We" or "Our product."
Rewrite it to start with "You" or describe the outcome.
Before: "We offer real-time analytics"
After: "See what's working in real-time"
Before: "Our platform integrates with 50+ tools"
After: "Connect the tools you already use"
One pass through your landing page. 10 minutes. Massive difference.
Later,
Pavan
P.S. What’s the one thing you changed because of this email? Hit reply and let me know.
Outcomes are invisible. You can't screenshot them anyway.