Thread by @joe_portsmouth

Notion has over 30 million users and a $10 billion valuation.

They dominate by using storytelling on their landing pages.

Specifically Dan Harmon’s Story Circle framework.

Let's break down how Notion uses the Story Circle to get millions of new users on board:

Dan Harmon’s Story Circle framework (for your landing page):

1. Protagonist: Customer
2. Need: Desire
3. Go: Your landing page
4. Search: Landing page content.
5. Find: CTA
6. Take: The price
7. Return: Back to daily life
8. Change: Life is better with product

1/ Protagonist

Notion’s Landing Page protagonist is clear.

It’s you.

2/ The Need:

This is detailed throughout the landing page.

The main need is clear:

Better, faster, more organized work.

3/ Go: The Landing Page

Their landing page is easy to read:
• 1 CTA
• 1 column
• 1 decision to make... 👇

To start the journey or not.

4/ Search: Landing Page Content

The protagonist searches the page to see if Notion will solve their problems.

Notion nails your concern in 1 sentence: “Finally, all your work in one place”

And provides screenshots of 4 key features:
• Docs
• Wikis
• Projects
• Notion AI

5/ Find: CTA

“Get Notion Free” is right at the top for those ready to go.

Along with another CTA at the bottom.

Those who need more convincing, keep scrolling.

6/ Take: The Price

What does it cost to join Notion?

Notion is free. The cost is the learning curve.

To win people over, they provide in-depth details about specific pain points in specific situations.

And slap you in the face with social proof.

7/ Return to Daily Life

"So how am I actually going to use this thing?"

Notion lays out all of their top templates for daily use cases.

8/ Change: How has life changed?

The reader wants to see how Notion is going to improve their life.

Best time to use testimonials.

Notion provides a few powerful snippets.

And that's it!

Take a page from Notion's playbook.

Use Dan Harmon's Story Circle in your next landing page.

If you found this helpful,

1. Follow me @joe_portsmouth for more copywriting and storytelling insights.

2. RT the first tweet below to share this thread with your audience:

https://twitter.com/joe_portsmouth/status/1684537891333062657

If you want to go down the rabbit hole on storytelling...

Here’s a free 3,300+ word guide to unleash the natural-born storyteller within you.

"The Art of Storytelling in Copywriting (Beginner's Guide)"

Over 900+ downloads and counting...

Enjoy! 👇writeon.beehiiv.com/p/storytelling…