2 builders who never spoke to each other

Find the feeling underneath the functional job

The stated requirement is rarely why anyone reaches for a card, and buyers settle on a feeling and then assemble the logic afterwards. Look for what the purchase is actually about, looking competent in front of a new client or buying back a piece of an old life, and write from there rather than from the feature list.

The method

1. 01

   Look for the emotional trigger behind the purchase - nostalgia in this case - and build your messaging on it rather than on features.

2. 02

   Find the emotional job under the functional one. Agencies do not just want account access, they want to look competent at the moment a new client is deciding whether to trust them, and getting access sooner means results sooner and better retention.

3. 03

   Write for emotional decision-making followed by logical justification, rather than assuming buyers reason their way to a purchase.

What it returned

• 140,000

  Leadsie has handled access to over 140,000 accounts and connects more than 4,000 assets a week

Sources

• My embarrassing iTunes receipt – exploring the customer journeyJustin Jackson · justinjackson.ca · Why do people buy digital products? · undated
• "People need my product!" (But do they want it?)Justin Jackson · justinjackson.ca · Final thoughts · undated
• Johannes Radig — Traveling the World and Raising Prices – The Bootstrapped FounderJohannes Radig · thebootstrappedfounder.com · 2024-03-27