A daily email about monetizing your corporate expertise. Give me ~1 minute a day, and I'll help you turn what you know into your most differentiated and lucrative asset.
💡 Speak to one problem
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Welcome back! No time like a new year to bring us back to basics… In the run-up to Christmas, I must’ve been served this ad a dozen times, and it honestly floored me with its simplicity: Here’s a premium suitcase that if you click into it, they’re happy to tell you all the details:
But at the outset, they kept it simple with one main promise… By focusing on a core value prop for a specific buyer with a specific pain point. Let's break it down... Who are they trying to help? Travelers with carry-ons What’s the problem? Luggage anxiety (is the bag going to fit, are they going to charge me, will they need to check it, will they lose it, should I try to jump the boarding line) How do they uniquely solve it? "We designed a bag to fit in the overhead of almost any flight, on any airline, anywhere in the world." What’s the value? Travel day peace of mind, maybe some abated bag fees What’s the simplest way they could say that? “It fits.” How they identified me as a luggage-anxious carry-on traveler is a question for the algorithm, but the execution here is exquisite. Speak to my pain, and promise to solve it. As you think about your expertise and the people you want to help with it... About bottling your secret sauce into an offer and bringing it to market... Try not to get lost in your features, such as:
Those are all supporting details, with their own place in due time. Instead, zoom all the way out. Can you answer these questions: Who are you trying to help? What’s their problem? How do you uniquely solve it? What’s the value? And finally, what’s the simplest way you could say that? It’s a new year. Let’s keep it simple. 💡 -Wes |
💡 The Lightbulb
A daily email about monetizing your corporate expertise. Give me ~1 minute a day, and I'll help you turn what you know into your most differentiated and lucrative asset.