It's easy to end up re-writing your key headlines and paragraphs again and again over several days. Below we show you some methods copywriters have used to stop that circle of madness and commit to a message with confidence. They include using the simple and powerful APP formula, jobs to be done and more.
Before you start, if you're figuring out what your key features and benefits really should be then learn about the new positioning process through 10 examples.
Jobs to be done (JTBD)
Jobs to be done is a little like Elon Musk's first principles thinking. Below is an example of why it's useful:
"People would say they buy a lawnmower to cut the grass, and this is true but if the aim is to keep the grass low and beautiful at all times they could instead use genetically engineered grass."
The jobs to be done sentence structure you can use looks a bit like this:
When I.... I want to.... So I can.....
Below is an example of using that structure to clarify an advert.
The original advert
Now we apply the jobs to be done sentence structure
Using the When I > I want to > So I can structure, we get the following:
"When someone comes to the website but isn’t sure and does not buy, I want some way of automatically sending them educational material over many weeks so they understand the product and eventually buy."
Now we turn that into a shorter version of the advert
Here's the final shortened version:
"Automatically convert those who chatted with you but did not buy through email, SMS and Facebook ads."
That's a little clearer than the original but it's the exercise that matters. It puts benefits into a a good enough structure we can use and move forward with.
This example came from the following list:
Agree, promise, preview
This is something we use a lot though to clarify our thinking and especially for writing introductions to blog posts, which personally drive me crazy.
"When someone visits your page from Google, you have 2 seconds to convince them to stick around. Not 10, not 5 but 2 and if you lose them in those 2 then you lose them for good." Brian Dean
This means the first sentence has to grab their attention.
The second has to reinforce the first so people can trust it.
The third has to lead you to read the rest of the content.
The structure used for doing this is called APP (Agree, Promise, Preview).
How do you immediately get someone's attention?
Say something they agree with.
Start with an idea or problem that someone reading your content would agree with. This means you understand their problem. If they see that, they’re more likely to stick around.
An example? Read the opening paragraph to this blog post:
"It's easy to re-write your key headlines and paragraphs again and again until you've wasted several days doing it."
This, if we've got it right, is something many people can agree with. I understand your problem. This article is relevant. Keep reading.
Now that you got their attention, it’s time for the promise. This is when you give them a peek into a better world.
What did we write in our top paragraph for promise?
"Below we show you some methods copywriters have used to stop that circle of madness and commit to a message with confidence."
Yes, we promise that it will stop the madness.
Finally, hit them with the preview. The preview just needs to tell your reader exactly what you have in store for them.
"They include using the simple and powerful APP formula, jobs to be done and more."
This sets a structure in their head of what to expect.
What other methods are there?
FAB and PAS
FAB stands for features, advantages and benefits.
"Imagine you’re selling an oven. One of its special features is a fast preheat system. The advantage of this system is that the oven heats up to 400º F (200º C) in just five minutes. The benefit is that a cook doesn’t have to hang around until the oven is finally warm enough. It makes cooking less stressful and you have a much better chance to get dinner ready in time even if you’re extremely busy."
PAS stands for problem, agitate, solution.
"First you describe a problem, then you agitate by highlighting the emotions that go with the problem, and then you offer your solution."
I initially came across this as a way to help the team on enterprise sales demos because it provides a good structure to approach their pain point and how we help them. Of course, it can be used for writing copy too.
The value chain starts with their goal, the high-level objective they wish to to accomplish.
Immediately to the right of the goal is a job(s) to be done.
Next to the goal are the obstacles that prevent them from accomplishing their goal. What’s getting in their way? Why, and how, are they blocked?
And the perfect offering that overcomes all those hurdles is your product.
Ignore all these and do what's right for you
When we began marketing Upscope we had a "good enough" message that explained the one core product we had so we could get on with our work of learning more about customers to iterate further. It was not the best message but we didn't know our target market then. It did the job and often that's what we needed to do until you're more focused on a niche market.
We use APP for our blog posts and emails, we use jobs to be done to think about features and road maps. They save us time and help structure our thinking and that's why appreciate them.