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Joe Portsmouth 🧲 Profile picture
@joe_portsmouth
Jul 27 • 13 tweets • 5 min read Twitter logo Read on Twitter
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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: Image
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. Image
2/ The Need:

This is detailed throughout the landing page.

The main need is clear:

Better, faster, more organized work. Image
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. Image
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 Image
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. Image
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. Image
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. Image
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. Image
And that's it!

Take a page from Notion's playbook.

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

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More from @joe_portsmouth

Joe Portsmouth 🧲 Profile picture
Jul 13
Attention spans keep getting smaller.

You only get a few seconds to capture your reader's attention.

Hook 'em in with these 10 micro-copywriting frameworks:
Story-Outcome-Benefit:

S: Share a quick story.

O: Highlight the outcome.

B: Present the benefits. Image
Problem-Agitate-Solution:

P: Highlight a problem.

A: Intensify it (agitate).

S: Then provide a solution.

(psst... this framework was used for the hook of this thread) Image
Read 14 tweets
Joe Portsmouth 🧲 Profile picture
Jul 9
This story has stuck with me for years 👇

“A successful businessman on vacation was at the pier of a small coastal village when a small boat with just one fisherman docked...
Inside the small boat were several large yellowfin tuna.

The businessman complimented the fisherman on the quality of his fish and asked how long it took to catch them.
The fisherman proudly replied,

“Every morning, I go out in my boat for 30 minutes to fish. I’m the best fisherman in the village”.
Read 14 tweets
Joe Portsmouth 🧲 Profile picture
Jun 18
Stop guessing. Start testing.

I run subject line A/B tests every week for my newsletter of ~12,000 readers.

Here're 10 recent test learnings you can apply to your subject lines:
Winner: Repetition and rhyming beats boring and stuffy Image
Winner: Positioned as a "how-to" instead of a command Image
Read 13 tweets
Joe Portsmouth 🧲 Profile picture
Jun 7
I started writing copy 8+ years ago.

And made hundreds of mistakes along the way.

I wish I had learned these 7 quick-hitting copywriting tips when starting out:
Merciless Editing:

Be generous when writing copy (write as much as you want).

Be ruthless when editing copy (edit as if it costs you money).
Transition Words:

Stop writing boring copy.

Use transition words like:

• But
• And
• Still
• You see
• However
• Moving on

This helps you abruptly start a new paragraph/sentence.

And increase flow & continuity in your copy.
Read 11 tweets
Joe Portsmouth 🧲 Profile picture
May 17
99% of the cold emails and DMs I receive are hot garbage.

But I'm about to show you the best cold email I've received in YEARS.

This email was so damn good, I all but replied:

"Take my money!"

Here are 7 reasons why it worked (and how you can replicate it):
Before we dive in:

I want you to carefully read every word in the email as you go through this thread.

Notice how there isn't one word that's out of place.

Every line transitions perfectly into the next line.

Note: Read the tweet first, then the full image.

Okay, let's go ↓
1. Personalization

Not a novel concept by any stretch...

But executed perfectly here.

The service I'm being pitched on is related to my newsletter.

So instead of sending me a cold DM on Twitter, he replies to the welcome email of my newsletter and starts with a compliment. Image
Read 12 tweets
Joe Portsmouth 🧲 Profile picture
May 4
At 25 years old, I managed the customer retention strategy for a company valued at $559,000,000.

Here are 7 tactics that helped us climb to the top of our industry (steal them for your business):
I spent 3 years working at FanDuel from 2016-2019.

Online sports gambling was federally legalized in the U.S. in 2018.

I was tasked with setting up the CRM infrastructure for one of the first online sportsbooks in the country.

Here are 7 tactics that took us to the top 👇
1/ Set up your data infrastructure

I start here because if you don’t have a handle on your data...

You’re shooting yourself in the foot.

Data allows you to segment, personalize, and automate 80% of your marketing campaigns.
Read 12 tweets

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