Today’s Marketing
Sell the outcome not the plumbing
Stripe

Sell the outcome not the plumbing

Stripe's headline is Financial infrastructure to grow your revenue, followed by what it handles from the first transaction to the billionth.

Updated · By Blake Emal

Infrastructure sounds dull until it is tied to revenue, which is the number every buyer cares about. To copy it, name your category in plain words. Then tie it to the metric your buyer owns.

  1. Name your category in plain words
  2. Tie it to the metric your buyer owns
  3. Show the range from small to huge

Live page captured Oct 22, 2026 · Stripe

Landing Page Examples

Name both users in your headlineLinearName both users in your headlineWelcome buyers to a new categoryAttioWelcome buyers to a new categorySell the system not the featureClaySell the system not the featurePromise 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 headline