a single source, nothing corroborates it
Promise an easier version of what they do now
People do not want their working day rearranged, they want the same day with less friction, and a pitch that asks them to change habits meets resistance out of proportion to the change. Aim at a named irritation that already costs them something rather than at a vague sense that life could improve.
The method
- 01
Do not promise that things will be different. People do not want different, they want easier, so pitch small improvements to the process they already run.
- 02
Sell against a specific named annoyance rather than against a vague sense that life could be better, because a person only changes a habit when something actually hurts.
What it returned
He notes people will swear at you for merely rearranging a toolbar.
Sources
- Not disruptive, and proud of itJason Cohen · longform.asmartbear.com · People don’t want to be disrupted. · 2010-04-12
- Managing Expectations: Making Good (on) Promises. – The Bootstrapped FounderArvid Kahl · thebootstrappedfounder.com · What Makes a Good Promise · 2022-04-28
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected