The writing behind $5 billion SaaS, Zapier
✅ Today's Fix: Map-their-world framework
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Let’s say you’ve spent months building your thing. You’ve worked after hours, in the early light of the morning, it’s been a slog, but you know what’s on offer if you get this right. It feels like this is going to be it. Your big break.
But now you’ve got to write the landing page. You know what makes your product stand out from everyone else, you know it’s brilliant, but you’re stuck, you don’t know how to articulate what you have to make it obvious to your potential customers what’s on offer.
If that’s you, you’re in luck.
Today, I unpack everything you can learn from the $5 billion landing page, Zapier.
Let’s go.
If your landing page doesn’t answer people’s questions and satisfy their curiosity in the first 30 seconds of landing, they’re gone. Potential buyers are impatient. They want to understand:
What can [insert product] do for me?
What do I have to trade in return for that?
When the odds are in their favour, aka they think the trade is fair and worth it, they’ll click. If not, if the offer does not compel them enough, they click away, and you’ve potentially lost them forever.
In the world of SaaS, we’re less bothered about the origin story and more logical. The decision is much more binary — can it solve my problem, and is it worth the price?
So, you have 2 jobs:
Make it *very* obvious what problem you solve (and the benefit you deliver).
Make the *trade* (time and ultimately money) seem small in comparison.
Here’s exactly how Zapier does it with the map-their-world framework.
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