The lesson
Open on a staged portrait of the customer's finance team with three of their own numbers overlaid, so the hero image and the results arrive together.
The move
The headline "What it takes to pay for an NFL season: inside the Denver Broncos' finance rebuild" sits over a photo of three people standing on the field, one holding a football. Beneath run three figures: "5 entities, 1 instance", "80+ hours/month" and "21 seconds", each with a short line explaining it.
Why it works
- Our readShowing the customer’s own team standing on their own field makes them the subject, not a logo.
- Our readEach number carries a sentence saying what it measures, such as hands-on review time per bill, so it is not a bare stat.
- Our readThe headline frames finance work through the stakes of a football season, which gives a dry topic a hook.
What not to copy
Don't copy the sports framing if your customer has no equivalent story. Keep the real portrait and figures that each explain what they count.
