Landing Page Story Frames

A breakdown of effective landing page frameworks and approaches based on Shaan Puri's experience with successful marketing.

Core Landing Page Frames

• Before and After

  • Show visual transformation when possible
  • Most compelling sales pitch format
  • Works best for visible/tangible changes
  • Example: Kevin Chen's video setup course showing transformation of people's video quality

• Stop the Struggle

  • Focus on eliminating pain points
  • Frame as "putting you out of your pain"
  • Highlight the struggle customer is facing
  • Example: "Stop putting off your back office tasks"

• Dream Outcome

  • Lead with the end result customer wants
  • Focus on transformation, not features
  • Example: "Make your home video setup look like Hollywood"

Key Landing Page Elements

• Strong Headlines

  • Focus on transformation vs features
  • Clear call to action
  • Address pain point or desired outcome

• Social Proof

  • Show real examples of success
  • Include before/after demonstrations
  • Feature testimonials from known figures

• Visual Elements

  • Use images that demonstrate results
  • Show product in action
  • Include transformation examples

Landing Page Philosophy

• Treat landing page as 24/7 salesperson

  • Never takes sick days
  • No commission
  • Delivers pitch perfectly every time
  • Works globally

• Focus on Transformation

  • Sell change, not just content
  • Show how customer's life will be different
  • Demonstrate clear path to desired outcome

• Keep Raising Standards

  • What worked before may not be good enough now
  • Constantly iterate and improve
  • Study successful examples for inspiration