a single source, nothing corroborates it
Address the pre-launch draft to one real person
Pick someone you actually know who fits the buyer, put their name at the top of the document and write every line as though answering them. The voice that comes out sits between chummy and lecturing without you aiming for it, and their likely objections surface while you write rather than after you publish.
The method
- 01
Write the whole thing addressed to one real named person so the voice lands between chummy and condescending.
What it returned
Nathan Barry wrote Designing Web Applications for his brother-in-law Philip, asking at every turn what Philip needed to know; the technique comes from Tim Ferriss.
Sources
- Self-Publishing Hangout highlightsJustin Jackson · justinjackson.ca · Writers block · 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