Day 11: Clean Closet Capsule Wardrobes


This isn’t a real company — yet. But I intend to make it one.

This one went really well. Probably because I am my own target customer — and because it’s a company I legitimately want to start. (It doesn’t exist, yet.)


I wrote about a product I intend to create called Clean Closet Capsule Wardrobes.

Essentially, they’re lightly-customized capsule wardrobe recommendations for men, based on a quiz.

(Similar to what Hawthorne does with cologne.)

Who is the Customer?

The customer is a young to middle-aged male. He likely works at a white-collar or creative job. And, while he wants to look good, he simply doesn’t have the interest in learning about fashion or shopping regularly.

Instead, he would prefer a done-for-you wardrobe that tells him what looks good and where to buy it.

Beyond that, he realizes the importance of conserving mental energy and is open to trying new things (like a minimalist/capsule wardrobe).

Customer Level of Awareness & Sophistication

This customer is problem-aware.

He realizes that he doesn’t exactly love all his clothes and that he doesn’t exactly love shopping either. But, he doesn’t realize that there is a solution for these problems.

That being the case, he’s also in the first stage of sophistication, since he’s never seen a product like Clean Closet before.

Big Idea + Rationale

There are two big ideas in this sales letter. If I could re-do it, I would pick one.

One of the two big ideas is that shopping is not fun. The customer knows this and will resonate with it.

The second big idea is that decision fatigue leads to bad decision making. In the letter, this isn’t fully developed, and the tie-in with the product is a bit loose. This could definitely use more work.

Big Promise + Rationale

The big promise is that Clean Closet Capsule Wardrobes will give the customer a brand-new, clean, masculine look without shopping and eliminate the decision fatigue that comes with choosing what to wear every day.

Lessons Learned

I’m starting to think of these sales letters the way an artist would think of her sketches.

They’re not fully developed, and they’re certainly not masterpieces, but they hold the bones and ideas of greater things — if you give yourself the time to fully flesh them out.

That’s the beautiful (and tragic) thing about this project. Creating a new sales letter every day forces me to continually come up with big ideas and tie them back to a product — which is an incredibly beneficial (and fun) exercise.

However, it doesn’t give me enough time to fully flesh out those ideas into the best possible sales argument. Rather than polished letters, I end up with sketches.

And sketches are great — but they need some finessing if they’re going to become masterpieces.

All that to say, I’m realizing the HUGE importance of editing and allowing yourself to stew on an idea for a while before calling it “done.”

Robert Lucas