When I was a freelance writer, I can't tell you how many times I wrote about the same topic over and over again.
Same when I was an in-house editor, and global content lead.
One topic that comes to mind—and I think it's a rite of passage for anyone who works in Martech—is "How to build a landing page."
I counted recently, and I've been involved with that topic no less than 7 times.
Yet... every time it's been an entirely new perspective that feels nothing like what I did before, or how anyone else approaches it.
But before I get into that, a quick sidebar.
Something that's always bothered me about the SEO (and now AEO / GEO ) conversation is the notion that every topic has to be approached the exact same way if it wants to stand a chance at ranking in Google.
False.
Yes, you have to signal what the topic is with keywords, title tags, etc, but it's the words between and under the keywords that make all the difference.
Let me show you what I mean. |
Let's go back to our topic of "How to build a landing page".
On the surface, there are only a few elements that each landing page needs:
- A solid headline
- A compelling hero image
- Persuasive body copy
- Testimonials
- A call to action button
Maybe you'd throw in a section on risk-reversals or micro-copy if you wanted to flesh out the topic more than someone else.
But just covering the topic is only skin deep.
If we want to add more depth, we have to ask ourselves "What do we—and our customers—value, what opposes that value, and what conflicts might that bring?"
Knowing this set of competing values is going to shape the entire way you talk about the topic.
Scenario A: Landing page builder targeting mid-market SaaS
So let's say I work for a landing page building software company, that specifically targets marketers at mid-market SaaS companies who have multiple stakeholders that are part of the approval process.
The dominant set of competing values might be:
Speed vs Alignment
This would control the entire framing and direction of the piece, and as we go through each of the subheaders we have to cover to signal to the search engines "this is the topic we're talking about," the underlying conflict we approach in those subheaders might be:
- Speed to Market: “We need to ship fast and test fast.”
- Stakeholder Alignment: “Everyone must sign off, from brand to legal to product.”
Without using competing values, the text might read something like:
Write a compelling headline
Your headline is the first thing visitors see — and often the last if it doesn’t grab their attention. Make it clear, concise, and benefit-driven. High converting headlines use strong action words and speak directly to your target audience’s needs. A/B test variations to see what resonates best. Remember: you only have a few seconds to capture interest.
But when we incorporate the competing values of "Speed vs Alignment" this is what it would look like:
Write a compelling headline
Your headline needs to earn attention from prospects and get stakeholder approval — two goals that often seem at odds.
Start with clarity: what’s the core offer, and who’s it for? From there, use internal messaging pillars or positioning statements to anchor your phrasing. This makes it easier to get buy-in from brand and product leads while still moving quickly toward launch.
If you're stuck between “what works” and “what’ll get approved,” we’ve put together a guide to writing headlines that convert without getting rewritten in a Google Doc by five different teams.
There are a couple things happening here...
First: We're incorporating real conflict in here.
Most content only talks to the reader without considering their context. Anyone who's worked with multiple stakeholders knows that "write a compelling headline" is not as simple as it seems.
Acknowledging the real conflict means we understand their world better than anyone else, and we're giving them a brief idea on how they can overcome it.
Second: Doing this makes this post about something more.
On the surface it's about building a landing page, but the tension between speed and approval makes it really about navigating inner-office politics. "How to build a landing page" now isn't just the steps to take, but what it really takes to get one built.
Third: Because we've framed everything in conflict, we're giving the reader a real reason to click on the link, rather than us just inserting it arbitrarily. If we can get someone visiting two pages instead of one, we're one step closer to getting into the consideration set.
I'm pretty confident you see where I'm coming from, but I promised we were going to talk about the same topic different ways, so let's make good on that.
Scenario B: A local ad agency working with small businesses
Now everything changes, because I'm working for a local ad agency that works with small businesses around my hometown.
Because the goal isn't to sell a DIY landing page software, but to get people to buy my full service package where we create the landing page, target the ads, and bring in leads for a monthly retainer, it changes the entire framing.
Now our dominant set of competing values is going to be:
Ownership vs Outsourcing:
- “I want to be involved — it’s my business, my voice.”
- “But I don’t have the time, tools, or know-how to build all this myself.”
Again, without competing values, it might read something like:
Write a compelling headline:
Your headline is the first thing visitors will see — and it plays a big role in whether they stick around. Focus on clarity and value: what do you offer, and why should someone choose you? Make your headline specific to your service, your location, and your audience.
For example: “24/7 Emergency Plumbing in Columbus” works better than something vague like “Plumbing You Can Trust.” Writing a strong headline sets the tone for the rest of your page.
Now what does that look like when we bring the Ownership vs Outsourcing charges in?
Write a compelling headline:
A strong headline should do three things: say what you offer, who it’s for, and why it matters — fast. Be clear, specific, and local. “24/7 Emergency Plumbing in Columbus” works because it’s direct and useful to the right customer.
If you’ve ever found yourself torn between doing it yourself and handing it off completely, this guide shows our approach to writing high-converting headlines and how we collaborate with clients to get headlines that feels personal and perform.
In this scenario, we're giving specific advice the small business owner can use, while still sitting in the conflict of Ownership vs Outsourcing. Also by framing the internal link the way that it is, I'm trying to instill confidence by hinting we have a documented process so we'll all be on the same page if we work together.
This is just the very top of the rabbit hole of Narrative Design
You’ve only seen the surface of what Narrative Design can do.
We haven’t even gotten into Philosophical Conflict, Obstacles, Stakes, Setups, Payoffs, or the Dynamic Charge system.
And as for Competing Values?
What you’ve seen so far barely scratches the depth we're going for inside The Narrative Design Toolbox.
I’m still refining it — honestly, it’s about a version 0.75 right now. Not quite where I want it to be for full release, but far enough along that it’s already delivering strong results.
So here’s what I’m considering:
I’m thinking of opening a small, paid beta for people on this waitlist — those who’ve followed along, get what this is about, and might want early access. The price would be lower, and in exchange, I’d ask for detailed feedback on the modules.
Would you be up for that?
If so, just reply with “Toolbox Beta” and I’ll send you the details.
I’m building this for people like you. Feels right to build it with you, too.
-Tommy
