Day 20: PreFlight Digital

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.

Heck, I can’t even guarantee this will ever be available for purchase.


Today’s letter was surprisingly easy to write.

I credit 2 things:

  1. I’ve written about the in-person version of this course before. So I was pretty familiar with the messaging, target demographic, and unique selling proposition of the product. (Full disclosure: There are a few recycled phrases/ideas from previous copy in this letter, but most of it is brand-new.)

  2. Four Roses bourbon

Product

I wrote about PreFlight Digital. A potential online course from the Nashville Entrepreneur Center. (Not guaranteed the course will go live, though, so don’t shoot the messenger.)

Who is the Customer?

The customer is a middle-aged professional who’s been kicking around the idea of starting a business for years, but hasn’t made any moves to make it a reality.

They know they want to eventually start a business, but continually put it off. This being the case, I think the letter needs a bit more urgency to drive this person to action.

Customer Level of Awareness

This is a tough one. I think this letter would work for a customer from Unaware through Solution-Aware.

I don’t think it provides enough detail to satisfy a Product-Aware customer, but up to that point, I think it does a good job of naming the problem and presenting the product as the solution.

Big Idea + Rationale

The big idea is that successful businesses are built on ideas that are validated.

Big Promise + Rationale

The big promise is that PreFlight Digital can give the reader a proven process to validate their business idea and build their business.

Lessons Learned

This is one I’m continually learning:

Customer research is important AF. I think this letter is good, but with more time spent learning about the customer, it could be a lot stronger.

Beyond that, it’s super-important to know what the reader needs to believe in order to buy.

One of the things I highlighted before starting writing this letter was that “it has to cut through their bullshit of ‘one day,’ and make them believe that ‘now’ is the time.”

One of the characteristics of the reader I identified was that they believed they would start their business “one day.” After this or after that.

I think this letter could have done a much better job of highlighting the urgency/importance of the decision.

Robert Lucas