Day 23: Felix Gray

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.


I thought doing these sales letters during the holidays would be easy, since I haven’t been doing much client work.

But they’ve actually been some of the hardest days.

I’m at my parents’ house, and for most of the time I’m working on these, I feel guilty for not spending time with my family.

I’m definitely learning that, while work is important, it doesn’t (and shouldn’t) take precedence over time with family.

Product

I wrote about Felix Gray — a company that makes computer glasses that actually look good.

Who is the Customer?

The customer is a millennial living in an urban area who spends most of his/her day on the computer or staring at a smartphone.

Customer Level of Awareness

This customer is unaware. They’ve got a sense that staring at a screen all day is probably not good for their health, but they can’t pinpoint exactly why that is. So, the letter puts a name to that fear and provides the solution to it.

Big Idea + Rationale

The big idea behind this is that our bodies were not designed to stare at screens as much as we do, due to the blue light they emit.

This is something Felix Gray does a great job of highlighting on their site, so credit for it goes to them — not me, unfortunately.

Big Promise + Rationale

The promise is that Felix Gray glasses block 50% of blue light and actually look stylish  — unlike most computer glasses. Again, credit to FG for this one.

Lessons Learned

Research isn’t something that can be improvised. You can’t do most of it day-of and expect for it to enter your subconscious for effective use. If you want to research effectively and be able to use that information, do your research long before you start writing.

Robert Lucas