Day 29: Design Pickle

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.


It. Is. Done.

This was the last one. Coincidentally — or not coincidentally — it was one of the easiest ones to write.

I initially planned to give myself November 30th to write a blog post about all these sales letters and the lessons I learned from them. I’m still going to write that blog post, but I imagine it will be extensive — and I need a break.

So, I’m taking tomorrow off. I’ll use the months of December and January to work on a kickass blog post compiling all the biggest lessons learned from this project.

So keep an eye out for something big early next year!

Product

A wrote about a company called Design Pickle. It’s basically a simple, reliable, affordable way to outsource graphic design.

Who is the Customer?

This customer is someone who works at a small company and has been managing their graphic design process for a while.

They’re not skilled in graphic design, nor do they actually want to do it, but since the company needed someone to do it, they picked up the slack.

Now, the company is doing more work than ever/has a bigger audience/etc. and they’re looking to outsource design work.

Customer Level of Awareness & Sophistication

The customer is solution-aware.

They realize that outsourcing graphic design is the key to solving their problem (low-quality design or just the stress of having to do it yourself), but they might not know about the challenges associated with outsourcing graphic design.

That said, I think the letter does a good job of highlighting the pain points and consequences of bad design, but it could do a better job at digging into the pain of working with a freelancer.

Big Idea + Rationale

There are a couple of big ideas at play here. If I were to do this again or as a legitimate project, I’d narrow it down to one.

The first big idea is that doing design work by yourself, when you’re not interested or skilled in it, is a pain in the ass.

The second is that bad design keeps the company from getting as many customers as they could with good design.

The third is that outsourcing design work is also a pain in the ass.

Big Promise + Rationale

The big promise is that, with Design Pickle, you can push design work off your plate for one flat rate per month and know you’ll end up with something you like (because they offer unlimited revisions).

Lessons Learned

Customer awareness is one of the most crucial pieces of any sales letter. But it’s not enough to just slap a label on it and say “unaware,” “problem-aware, or whatever.

Copy is best when it seems to know exactly where the customer is coming from.

One thing I like about this letter is that I think the intro would really resonate with anyone looking to outsource design services. Because it directly speaks to their exact point in the customer journey, they’ll be thinking “Wow! This is me!” while reading it.

And copy that resonates with readers and drives them to action is what we’re aiming for.

Robert Lucas