Day 24: Flyby

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.


The good news is that I’ve gotten pretty decent at churning out “okay” sales pages with little research.

The bad news is that writing “okay” sales pages aren’t fun to write. They feel like a cop-out.

Product

I wrote about a product called Flyby. It’s basically a hangover prevention supplement.

Who is the Customer?

The customer is largely the same customer I’ve been writing to the past few days. A millennial in an urban area who’s career-focused, busy, and enjoys drinking socially.

Customer Level of Awareness

This customer is problem-aware. He or she is well aware that hangovers are a problem, but didn’t realize there’s a supplement that could prevent them.

Big Idea + Rationale

The big idea is that the reader doesn’t have time for a hangover. If you’re nursing a hangover, it means you’re missing out on life.

This was something I picked up on from the Amazon reviews of the product, as a lot of people were using it to make it easier to consistently drink on vacations.

If I had more time on the letter, it would definitely play into the FOMO aspect a lot more. I think that, beyond the fact that hangovers are legitimately painful, the “you don’t have time for a hangover” angle is pretty strong.

Big Promise + Rationale

The promise is that, by taking Flyby, you can beat hangovers forever.

I’ll admit, the promise in this one could be a lot bigger. Right now, it’s more of a statement of the feature of the product (beating hangovers), rather than the benefit (more time to have fun, etc.).

Lessons Learned

Sometimes a simple headline is best.

I felt weird about a 3-word headline, until I realized that, for the audience I’m speaking to, it provides all the information necessary and gets them to read the next line — which is exactly the point of a headline.

Robert Lucas