Years ago, I was walking to work when I saw a sign outside a shop that read:
“Tired? Come on in.”
It caught my attention immediately. Why?
Because I was tired!
It nailed Billy Broas's Lightbulb 1:
“We get you- you're tired!
It also implied Lightbulb 5:
“We know what you want —to get your energy back, quick."
It's as simple as that.
What was the shop selling?
Dunno. Can't remember.
- Maybe coffee, blackout curtains, health foods, or alternative treatments.
- Coulda been mattresses, spin classes, red bull.
The Five Lightbulbs model is simple because … selling doesn't need to be complicated.
It's us clever people who complicate things.
If I'd been in charge of writing their sign, back then, I would have spent 4 hours writing all the details and reasons why my product woke people up.
In Arial 10.
And no one would have noticed. Everyone would have walked past.
So, here's step 1 with any sales or marketing work:
- List the problems your solution solves.
More to come tomorrow.
Clarke