Problem framing
MMotivationMotivation: builds desire, proof, identificationMake a problem the visitor hasn't named feel recognizable, costly and urgent.
- +Concrete instead of abstract: a named situation the reader has been in, not a category of problem
- +Quantifies the cost of the status quo (time, money, missed outcomes)
- +The reader thinks 'that's me' before any solution is mentioned
The problem is written from the seller's side of the table: 'teams lack visibility' is a diagnosis the reader never made about themselves. They read a description of someone else, feel nothing, and everything the page argues after that lands on a reader who was never recruited.
Where it appears
The same section, different positions. Each archetype asks something different of it.