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"The best pitch isn't a pitch. It's showing them where they are, where they could be, and how you bridge the gap." — Every successful sales page ever
{{first name | Hi friend}}
This is Day 4 of our story structure series.
(Final structure! Friday wraps it all together)
Here's something I need to be honest about:
You don't always need elaborate storytelling.
Sometimes you just need to show someone their problem, paint the solution, and offer the path between them.
That's it.
I've spent two years studying complex story frameworks.
Hero's journey. Transformation arcs. Drama hooks.
But the simplest one converts just as well.
(Sometimes better, because people actually finish reading it lol)
When I Stopped Overcomplicating Pitches
I used to overthink every sales conversation.
Would map out elaborate story arcs. Build tension. Create character development.
Spent hours crafting what I thought were masterpieces.
People got lost halfway through and bounced.
Then I tested something stupidly simple:
Show them where they are now. Show them where they could be. Show them how to get there.
Three parts.
My close rate went from 22% to 38%.
You see:
Sometimes the best story structure is barely a story at all. It's just honest problem-solving laid out clearly.
How This Actually Works
Stop trying to be clever. Just name their pain and solve it.
Weak approach: "Let me take you on a journey through the evolution of content creation and how I discovered..."
(I'm asleep already lol)
Strong approach: "You're staring at the blank screens every Sunday night. Here's what that looks like when it's fixed. Here's how we fix it."
One sounds like a TED talk. The other sounds like help.
The three parts work in order.
Part 1 (Before) → Part 2 (After) → Part 3 (Bridge).
I've tested other sequences. They don't work as well.
Make each part specific.
Generic: "Are you struggling with productivity?"
Cool. Who isn't?
Specific: "It's Sunday at 11pm. You're staring at your to-do list for Monday. It somehow got longer even though you worked all weekend."
That lands.
The Three Parts
Part 1: The Before
Where they are right now. All the frustration.
Don't sugarcoat it:
"You're posting content regularly. Some posts get decent engagement. But when you check your DMs? Crickets. No inbound leads. Just likes from other founders who are also trying to figure this out."
Make them feel seen.
That's what makes someone go "holy shit, they get it."
Part 2: The After
Where they could be. The fixed version.
This is where you use future pacing from Tuesday.
Present tense. Specific details:
"It's Monday morning. You check your phone. Three DMs from people who read Friday's post. Real conversations. People who actually need what you do and are ready to talk."
Not "you will have more leads."
Drop them INTO the moment where they already have them.
(Your brain processes that as real, not hypothetical)
Part 3: The Bridge
Your offer. But not as "here's what I sell."
Position it as "here's how you get from Before to After":
"The gap between Sunday night blank screens and Monday morning client DMs? You need a story system. That's what we build. The frameworks, the capture method, the complete structure for turning experiences into stories that close deals."
You see the difference?
I'm not saying "buy my course."
I'm saying "here's what's missing, here's what fills that gap."
Either way, the bridge should feel inevitable.
The Multiplication Effect
One Problem-Solution Loop works everywhere.
Sales pages Discovery calls Email sequences (one part per email) LinkedIn posts Service pages Quick DM pitches Elevator pitches
Same three parts. Different contexts.
(Makes life way easier lol)
Three Variations
The Empathy Version
Heavy on understanding. Light on pressure.
"I know what it's like to stare at that blank screen. Here's what it looks like when it's fixed. Here's how we get you there - only if you're ready."
Works for warm leads, sensitive topics.
The Direct Version
Skip the hand-holding.
"You're stuck here. You could be there. This gets you there. Let's go."
Works for action-oriented buyers, people who hate fluff.
(This is my default because I'm impatient lol)
The Contrast Version
Emphasize the gap:
"Right now: Sunday nights staring at blank screens.
Soon: Monday mornings reading client DMs.
The difference: A system for turning moments into stories."
Works for sales pages, email launches.
All three use the same structure.
Just different emphasis.
Now….
Grab your notes app:
What problem do you solve? [specific, not generic] Who has this problem? [your actual clients]
What does their Before look like? [details] What does their After look like? [present tense] How does your offer bridge them? [mechanism]
Write:
One Before paragraph with sensory details One After paragraph in present tense Three different Bridge versions A 60-second verbal pitch using all three parts
This becomes your go-to pitch.
(I use this structure probably 5x per week)
Why Simple Beats Complex
Elaborate stories: Impressive but hard to follow Simple loops: Clear and memorable
Elaborate stories: Takes skill to execute Simple loops: Anyone can use today
Elaborate stories: Risk losing people Simple loops: Keep attention
You see the pattern?
Clear usually wins.
Mindset Shifts
Ditch: "I need an elaborate story to be convincing" Adopt: "I need clarity more than complexity"
Ditch: "Simple pitches sound too salesy"
Adopt: "Simple pitches respect people's time"
Ditch: "I should build suspense" Adopt: "I should make the path obvious"
Ditch: "More words = more persuasive" Adopt: "Fewer, better words = more action"
Find one problem you solve.
Write three sentences: Where they are. Where they could be. How you get them there.
That's your pitch.
Till Friday...
Stephen
P.S. The best pitches aren't clever. They're clear.
Problem → Solution → Path.
Tomorrow I'm wrapping everything together and showing you when to use which structure. Final day!
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