Day 18: Therapy
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.
So — uhhhh, yeah. I wrote a sales letter about therapy.
Not like a cool new app called Thera.py or anything like that. Nope — just actual talk therapy.
Well, to be honest, I procrastinated pretty hard today. So I knew that, unless I wanted to be up late, I’d have to write about something that I’m familiar with and that I understand the demographic of.
And that’s how you end up with a sales letter about talk therapy for millennials.
Who is the Customer?
The customer/reader is a career-focused millennial who’s affected by anxiety or depression or who just genuinely feels like he/she is running from problems as opposed to actually facing them.
Customer Level of Awareness
I’d say this customer is Solution-Aware. But I don’t think the reader would immediately resonate with a message of “therapy is important, you should do it.” So, the letter drills down into the pain points of being a millennial who experiences anxiety, depression, and a racing mind before presenting the solution.
The idea is that, by presenting the pain in a tangible way that the reader can resonate with, when the solution is presented, he/she will be more receptive to it instead of discounting it immediately.
Big Idea + Rationale
The big idea is that, while millennials often consciously or unconsciously adopt the philosophy of “I’m not going to think about it right now” to solve problems — that doesn’t always work.
Big Promise + Rationale
The promise is that, in therapy, you’ll get a safe space and an experienced professional, to help you deal with the problems you’re facing, so that you can stop running from them and start fixing them.
Time, time, time.
I might have mentioned this before, but up until the last few months, it’s been my belief that, if someone is paying me to write, I should be writing.
At face value, that makes sense. But here’s the deal:
The writing is infinitely better when I’ve had more time to do research and immerse myself in the idea.
Since today’s letter was thrown together, it’s half-decent, at best.
Aside from The Power Potato (Day 15), the best letters I’ve written have been the ones I’ve spent the most time on.
I’d be willing to bet there’s a direct correlation between the quality of a letter and the amount of time I spent on it.
That said, when doing client work, I no longer feel that my #1 priority should be writing. Research comes first.
After that, the writing will handle itself.