Day 26: Elevate Brain Training

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.

Beyond that, there’s not enough research here. There is sparse (if any) legitimate evidence that these apps actually help.

And, I think there are a few claims in the letter that aren’t fully verified — which is something I’d look into if this were an actual project. But alas, it’s not. So here we are.


...I gotta start finishing these earlier in the day.

Product

I figured it was time to write about another app. So I wrote about Elevate Brain Training — a “personal brain trainer” designed to “improve the way you speak, read, write, listen, and more.”

Who is the Customer?

This was a bit challenging. I’d love to do more customer research to figure out exactly who’s interested in this type of app. But I made a lot of guesses for this one — which is inevitable when you’re trying to hurry up and write a sales letter instead of spending all day on customer research.

My theory is that this customer is someone who works a white-collar job, but finds themselves bored or unchallenged. They’re concerned with their health, but since they’re probably comfortable at their job and their life in general, they don’t realize they’re neglecting their mental prowess.

Customer Level of Awareness & Sophistication

This customer is unaware. And, since there aren’t too many of these types of apps on the market, the customer is at one of the earlier stages of sophistication. So, for some members of the audience, it’s sufficient to just say something along the lines of “it’s like a gym membership for your brain.” If I could do it over again, I’d focus more on the how to that statement in order to address slightly more sophisticated audience members.

Big Idea + Rationale

There are really two big ideas at play here. I’d probably narrow down to one if I wrote it again.

The first is that the reader may be neglecting an important aspect of their health that could cause huge problems down the road — their brain.

The second is that the human brain was designed to solve problems. If it doesn’t have problems, it will create them seemingly out of nowhere.

Big Promise + Rationale

The big promise is that Elevate gives the reader a clear, controlled, easy way to exercise their brain and let it do what it was designed to do — solve problems, which provides the added benefit of no longer neglecting that #1 most important aspect of their health.

Lessons Learned

One thing I really liked about this letter (that I actually did unintentionally) was to separate the reader from his/her brain.

Sounds weird, but bear with me for a minute.

By positioning the readers and their brains as two separate entities, I was able to take the blame off of the reader for the way their brain behaves. i.e. “Your brain is crazy sometimes, but it’s not your fault.”

Then, I could position the solution — Elevate — as the correct next step forward on their path.

I’d be interested to see a split test between two versions of this letter: one that plays on the readers guilt and does not separate the reader and his/her brain, and the version that I wrote today.

I think it would be interesting to see how leaning into that guilt in the copy affects conversions.

That said, I’m happy with the way the letter turned out.

Robert Lucas