Overview
This sprint is designed to compress the “who, pain, promise, proof” work into a single focused hour. You’ll exit with a one-sentence value proposition, a homepage headline, and a shortlist of proof points to support both.
Your message is clear when your best customer can repeat it back without using your brand name.
The 60-minute agenda
1) ICP in one line (10 min)
- Who: job title, segment, buying context.
- State: trigger events, constraints, jobs to be done.
- Switch: what they’re switching from and why now.
2) Pain inventory (10 min)
List 5–7 pains. Mark each as F (functional), E (emotional), or R (risk). Prioritize by “frequency × intensity”.
3) Promise & outcome (10 min)
Write three versions of your promise using this shell:
We help [ICP] achieve [desired outcome] without [top pain or risk] in [timeframe / constraint].4) Proof stack (10 min)
- Pick 3 strongest: case metrics, logos, testimonials, before/after snapshots.
- Map each proof to the promise it supports.
5) Homepage headline (10 min)
Turn your promise into an above-the-fold headline + subhead. Keep it literal, benefits-first, and test-ready.
6) Next actions (10 min)
- Replace hero copy, add 2–3 proof blocks above the fold.
- Ship an email + ad variant with the same message to validate CTR/lead quality.
Worksheet you can copy
- ICP: [who] facing [trigger/state] switching from [alt].
- Pains: 1) … 2) … 3) … (label F/E/R)
- Promise: We help…
- Proof: metric/logo/testimonial → which promise?
- Headline: H1 + subhead + single CTA.
Common pitfalls
- Fancy over clear. If a stranger can’t explain it, it’s not ready.
- Proof mismatch. Testimonials that praise “service” don’t prove “outcome”.
- Over-targeting. Start with one ICP; you can add variants after validation.
Measure success
- On-site: bounce ↓, hero CTA CTR ↑, demo/signup rate ↑.
- Ads: CTR ↑, CAC stable/↓ at equal spend, qualified lead % ↑.
- Email: open ↑ (subject uses promise), click ↑ (body uses proof).
Want a quick outside read? I’ll run this sprint with you and ship the updated hero copy + proof layout within 48 hours.