Today’s Marketing
Sell the system not the feature
Clay

Sell the system not the feature

Clay leads with Build systems to grow revenue over a playful illustrated machine.

Buyers picture an outcome machine instead of a list of tools. To copy it, write the headline as an outcome. Then pair it with a visual that feels like a machine.

  1. Write the headline as an outcome
  2. Pair it with a visual that feels like a machine
  3. Offer a free trial and a demo side by side

Live page captured Oct 21, 2026 · Clay

Landing Page Examples

Name both users in your headlineLinearName both users in your headlineWelcome buyers to a new categoryAttioWelcome buyers to a new categoryPromise one shortcut to everythingRaycastPromise one shortcut to everythingShow the free plan right in the heroPostHogShow the free plan right in the heroTurn a common saying into your headlineRampTurn a common saying into your headlineAnswer the worry your buyers have todayRetoolAnswer the worry your buyers have today