Joel wanted to find a headline that did two things: (1) showcased the collective clout of the group and (2) combined all the major value propositions that will be introduced.

Matthew Howells-Barby, one of the founders, had mentioned how TTT was "less like a community and more like an accelerator." This new frame helps potential customers understand how to think about TTT without boxing them into *just* a community, course, or otherwise.

They also needed to call out the two different components that make up the TTT membership while still showing the relationship between them. Also note that "private sounding board" came directly from a customer.

Instead of a CTA to sign up, TTT decided to experiment with an explainer video for anyone who wanted a more engaging way to learn more about them.

The video pops up in a lightbox that makes it convenient to watch without leaving the page entirely.

TTT needed a new way to really show what's in the membership. Recently they decided to open up two different plans, but the strategy was to list everything in the membership plans as plainly and clearly as possible so that there was no ambiguity about what potential customers would get. Pricing the Academy only plan just $20 less anchors the Academy + Mastermind as the much more favorable deal.

This section is meant to answer the question: Who is this for? There were a lot of questions and confusion previously about what stage, skill level, or experience level is required. This language was derived straight from customers' mouths.

You'll see many forms of social proof — the first of which features the prominent companies represented by members.

Now, Joel's goal is to agitate the pain prospective customers are feeling. When he asked customers what they were feeling before joining TTT, these were some of the exact phrases they used. "Stuck" "alone" and "stagnant" and variations were all some of the most common words.

This section starts to hook readers in, listing exact situations they've likely been in and what they've felt. It also starts to point out the pitfalls in trying to solve these problems alone.

And then they explicitly point out the impossibility of solving it themselves. Joel had noticed a pattern of customers saying that they finally felt ahead, instead of behind, which makes sense given the nature of the industry revolving around Google search algorithm updates.

Notice how Joel uses a lot of analogies. Again, this is a great way to introduce a new concept and educate prospective customers without confining yourself in too tight of a positioning box.

Joel also subtly compares and contrasts by describing what TTT is *not and then describing what it *is*. That kind of push and pull helps readers hone in on how to think about them. "...having a lifeline on 'Who Wants To Be A Millionaire?' for the questions..." is another direct quote from customers.

This section plays up some FOMO (fear of missing out) by talking about the "TTT-ers" and "Inner Circle" but it also supports the value proposition of a tight-knit community.

The final section here, once again, is a direct quote from customers about wanting someone to bounce an idea or question off of.

Now, it gets into the specific value propositions of the Academy. What's interesting is that each benefit is paired with some sort of risk-reversal. Tons of content can be overwhelming, so they talk about how it's easily filterable. All the resources can be sped up, downloaded for later, or skimmed. All questions are welcomed for the Live Q&As, no matter how amateur or technical they are.

Joel mentioned how customers kept talking about the "nuggets" of invaluable information in TTT. Joel then listed a myriad of different "jobs to be done" that customers hire TTT for to give visitors an idea of what they can *do* with the information.

The page also features social proof of the experts in the community.

Now in the Mastermind section, Joel was very intentional about working against the traditional stereotype of a busy, spammy, haphazard online community. In fact, Joel compared paid vs free communities and related them to serious vs not serious communities.

A third and fourth form of social proof: the founders (and their clout) and the customers (who also have clout).

The pricing is mentioned again, this time using some scarcity by encouraging visitors to sign up to lock in a price. It's also anchored against the price of hiring a consultant.

I found this section particularly clever, as it frames the benefits as questions, which qualified visitors will say yes to... building up small "yeses." This helps potential customers self-qualify and realize that it was meant for someone like them. And in the second half, they help unqualified visitors realize that they are not a good fit and answer some common questions.

The landing page concludes with a personally-written style section, once again, talking about who it's for and who it's not. I really love this as the end of the landing page and it's a great way to summarize value props one last time.