Being able to frame the epiphany in the context of the crisis and catalyst is a great way to structure your sales page headlines. Your headline should make an emotional impact and get them to shift their way of thinking. Seeing the insights you and others have had along the journey can propel them into action while also showing how your style or framework differs from others.

Empathy is at the core of marketing. Understanding ideal clients gives you the ability to speak to their challenges and aspirations throughout your content, on your website, and in your sales copy. While many folks think that storytelling puts the emphasis on the founder or organization, implementing customer-centric marketing boils down to viewing the story from the lens of who you’re trying to reach.

The more we work with clients, the more clear we become on what they struggle with and what they need. But the more knee-deep we are in our client work, the harder it is to take a breath and look around at the big picture.