Three Brains. Three Pages. One Afternoon With AI.

James Curran

9d • Intro's & General Discussion

Your Landing Page Has One Job..

Match the brain that just arrived.

That's it.

That's the whole game.

And most people are losing it before a single word gets read.

Here's what I mean..

Eugene Schwartz figured this out decades ago. Your prospect's brain is in one of 5 states of awareness when they land on your page.

We're going to focus on the 3 that matter most for paid traffic and email lists..

Because the fix is now genuinely practical in a way it wasn't 18 months ago.

State 1: Unaware (cold paid traffic)

This person doesn't know they have a problem yet.

They were scrolling. Your ad interrupted them. They clicked because something snagged their attention.

They do not know your name. They do not know the category. They are not shopping.

The page they need opens with a story or a scenario that mirrors their current reality. Not a headline that screams the solution they haven't decided they need yet.

Lead with: "Here's something that's silently costing people like you money right now.."

Not: "Introducing the [Product] That Will Transform Your Business"

They're not ready for that. You haven't earned the right to make that claim yet.

State 2: Problem-Aware (warm traffic, email list)

This person knows something is wrong. They feel the pain. They just haven't landed on a specific solution category yet.

Your email list sits here mostly. These are people who opted in because you touched a nerve. They're nodding. They're looking for an answer.

The page they need names the villain, validates the struggle, and introduces the category of solution.. without pitching the product immediately.

Lead with: "The reason your [result] keeps underperforming has a name.."

The goal here isn't to close. It's to create the "finally, someone gets it" moment.

State 3: Solution-Aware (retargeting, warmed email segment)

This person has been around your world. They know solutions exist. They may have tried something else. They're comparison shopping or just haven't found the right reason to act yet.

The page they need skips the problem setup entirely. They already live in the problem. What they need is specificity, differentiation, and proof.

Lead with: the mechanism, the result, the math. Get to the point fast.

Now.. here's where this changes.

Before AI, building three separate landing page variants was a project.

Copywriter. Designer. Dev hours. Split test setup. Months of work before you got signal.

Most people defaulted to one page and crossed their fingers.

AI makes the three-page strategy feasible for anyone.

Here's how to actually do it:

Give an AI tool your core offer, your core promise, and your avatar description. Then prompt it three times with a single instruction change each time..

"Write a landing page for someone who doesn't know they have this problem yet."

"Write a landing page for someone who knows the problem and is actively looking for solutions."

"Write a landing page for someone who knows solutions exist and needs a reason to pick this one."

Three drafts. One afternoon.

You're not shipping three finished pages. You're building three starting points.

For agencies, this is a positioning move, not just a production shortcut.

When you walk into a client conversation and say "your retargeting audience and your cold traffic audience need completely different pages, and here's why..".. you're not a builder anymore.

You're a strategist.

That shift in how they see you? That's what gets you a retainer conversation instead of a project quote.

The underlying principle hasn't changed since Schwartz wrote it.

Match the message to the awareness state.

What's changed is that it's no longer a resourcing problem.

It's a thinking problem.

And thinking is still on you.

🚀

- James

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