Day 1: Headspace
DISCLAIMER (READ THIS FIRST):
THIS IS NOT A LEGITIMATE ADVERTISEMENT, NOR SHOULD IT BE TAKEN AS SUCH. I AM NOT AFFILIATED WITH THE COMPANY IN ANY WAY. DO NOT MAKE A PURCHASE DECISION BASED ON THE INFORMATION YOU SEE ON THIS PAGE.
Today’s sales letter went well. It was a bit of a grind, as I didn’t get too much sleep last night (Halloween shenanigans).
It’s made me realize that, not only will I have to follow a structured process to make this work, I’ll have to stick to a strict schedule as well.
I wrote about Headspace today. It’s a product I absolutely love, and one that I’ve been raving about for years.
It helped me come off of antidepressants, and it is legitimately one of the things that keeps me sane. It’s an integral part of my self-care, and I think everyone should do it.
Who is the Customer?
I found an article that mentioned Headspace’s user base is pretty much split down the middle in regard to gender. Beyond that, there’s a pretty even distribution age-wise from 18 - 65.
So, my audience was broad.
In general, I identified them as people whose anxiety and stress are so severe that they’re interfering with their ability to enjoy life, perform at work, and get a good night’s rest.
My belief is that, only once people get to this level of pain will they be willing to do something about it.
Customer Level of Awareness
I assumed (maybe wrongly — not sure) that the customer knew little about meditation, other than that it’s for Buddhists or hippies.
Essentially, they are problem-aware, but not solution-aware.
One of the things I did in the letter was try to bring meditation down to a level they could resonate with — one that was more logical than emotional or spiritual.
Big Idea + Rationale
The big idea is something I picked up from the Headspace website that they emphasize pretty heavily.
Neuroplasticity — the idea that you can literally reprogram your brain with experiences.
Someone who experiences a high level of anxiety on a regular basis is essentially reinforcing that mental pattern.
So, the idea of meditation is to provide a safe, relaxed environment to reprogram the brain to experience less anxiety.
Headspace essentially holds your hand and guides you through the reprogramming process (using meditation).
Big Promise + Rationale
The big promise is that, by using Headspace, they’ll get everything they need to reprogram their brain to experience less stress and anxiety.
Overall, I’d say today’s letter was “decent.”
There were a lot of places I could have been more specific — especially with the pain points. I could have drawn a much better picture of that stuff.
I also think I could have been more specific about how Headspace helps and how it’s the best solution.
Overall, I think the big idea behind the letter is solid.
And I really like that I was able to position meditation as the means of reprogramming the brain. I think that angle is likely to resonate with an audience who is unfamiliar with the practice and bring it to a level that’s a bit more scientific and easier to conceptualize than sitting cross-legged saying “ommmm” repeatedly.