Mailbag: the "sea change" home page

Philip Morgan

I got some really great feedback regarding last week's "sea change home page" email.This, from Josh Brammer (shared with permission):

_Here’s a 9-step approach to build better homepage narratives._This uses the “sea of change” concept with the StoryBrand Framework. It also works really well for building slidedecks.

  1. Point to the big sweeping change. (Big Problem)
  2. Give a specific, irrefutable example. (Real World Problem)
  3. Explain why that matters to their business. (Their Problem)

—By this time logic has snatched them up—

  1. Remind them how this feels and why you are positioned to understand how that feels. (Pain / Empathy)
  2. Show proof that you can help (Authority)
  3. Remind them what the bright future looks like if they take action (Success)
  4. Remind them what will happen if they don’t take action (Failure)
  5. Give them a Baby Step to take that will give them more clarity on how to face the “sea of change” (Transitional Call to Action)
  6. Give them a bigger step to work with you on a plan of attack. (Direct Call to Action)

And this, from Darren Mather, also shared with permission:

This is just the thing I was looking for! Over the past few weeks I have spent hours staring at a blank Pages document trying to write the text for the landing page of the website!__Reading this was both a “eureka” moment and giant relief.__My first attempt is:---The rise of commercial companies such as SpaceX, Blue Origin and Virgin Galactic has completely changed the face of the space industry.It is no longer about just being the first, the fastest or the biggest. It is now about reusability, multi launch reliability and dependability, all with the aim of reducing costs.Rockets are no longer seen as single use, disposable pieces of hardware. They are valuable assets that can be re-used over and over again. Fairings are no longer expected to burn up and vanish into the sea, they are captured and re-used on the next mission.Now vital components need to work over multiple cycles and are no longer for single use, this requires a whole new testing mentality. Declaring a part “fit for purpose” is now about repeatability, quick replacement, using off the self components and standardising platforms.Aerospace testing has entered a new phase, find out how iNU solutions is helping the biggest names in the business compete.---As I’m sure you have guessed, we design and develop testing platforms for the aerospace industry.

So great to see this idea spurring some action!Thanks for sharing, Josh and Darren!-P