2 builders who never spoke to each other
Open from the reader's moment, not the product
Start from the situation that sends someone looking, what they need while they are in it, and the state they want to be in once it is over. Describing their problem more precisely than they could describe it themselves earns the assumption that you hold the fix as well.
The method
- 01
State the prospect's problem more sharply than they could state it themselves, and they will credit you with having the fix.
- 02
Write each piece against three questions about the reader: the moment they come to you, the thing they need, and the outcome they want afterwards. Apply the same three to the signup page.
What it returned
Justin cites Pat Flynn for this principle.
Ramli John's jobs-to-be-done formula for content marketing, which Alex Brogan applies to Faster Than Normal at 70k subscribers.
Sources
- Start your marketing with other people in mindJustin Jackson · justinjackson.ca · Start your marketing with other people in mind · undated
- Friday Feature: Faster Than NormalRamli John · sparkloop.app · ✏️Steal this for your newsletter · undated
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