2 builders who never spoke to each other

Make the buyer the hero and yourself the route

Structure the story so the customer is the one who ends up transformed and the product is only how they got there. Write to the person they are trying to become rather than the person reading, and take the public stories from the top of the ladder, the promotion won or the career built, rather than from your conversion figures.

The method

1. 01

   Structure the story so the customer is the one who becomes great and your product is only the route there.

2. 02

   Take your public story from the top of the ladder rather than from your conversion numbers: tell customer stories about the career built, the promotion won or the cause funded, on the site and inside the company.

3. 03

   Write to the person your buyer is trying to turn into, not the person they are today, and sell that transformation as the offer.

What it returned

• $500

  Bourgoin calls this the most important lesson of her marketing career, and cites Nike's copy plus amateur players paying $500 for Air Jordans.

• Apple's campaign showed admired figures and positioned the product as the way to be like them

Sources

• Attention - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · 9: Future me · undated
• Using the Needs Stack for competitive strategyJason Cohen · longform.asmartbear.com · A source of higher purpose · 2023-06-04
• How Steve Jobs clarified Apple's messageHarry Dry · Marketing Examples · undated