Day 6: You Are Cards

NOTE (READ THIS FIRST):

This one is a little different. I’m not affiliated with most of the products I write about. But my friend Taylor created this one. And, while I won’t make any profits if he decides to use any of this copy, it felt right to clarify that I am somewhat affiliated with the product.


This one was a bit different.

Rather than a strict direct response sales page, I envision this one as more of a homepage — potentially a landing page.

That being the case, I approached it a bit differently. More on that in the Lessons Learned.

Product

My friend Taylor recently launched a product called “You Are cards.” Essentially, they’re little cards that say “You are appreciated.”

They’re a cool idea, and the people I’ve given them to have really appreciated the sentiment.

Plus, if he can use any of this copy, that would be cool too.

Who is the Customer?

Full disclosure, I really didn’t think too intentionally about who the customer is here. Not because I have no idea who they, but because I think I inherently know who they are.

These cards are $5 a piece (or 5 for $20). My experience with products like this tells me the audience who’d be most interested is millennials. People who recognize the world we live in is a bit shallow and who would be willing to spend some cash to make it a little less so.

Customer Level of Awareness & Sophistication

Problem-aware.

As I mentioned, the customer recognizes the world is a bit shallow, but they’re not exactly sure of the solution. This sales page drills into the problem, makes it tangible (and a bit painful), and then presents a potential solution.

Big Idea + Rationale

The big idea is that the way we show affection to others is two-dimensional. Genuinely expressing affection and appreciation is scary, but not doing so is even scarier.

Big Promise + Rationale

You Are Cards provide a way for people to express genuine appreciation to others in a simple, tangible way.

Lessons Learned

A hard-sell isn’t always necessary.

Most of the sales letters i’ve written to this point have been hard sells. But with this one, I didn’t go that route, because I don’t think the audience would be receptive to it, nor do I think a hard sell would be congruent with the product.

The audience has seen their share of hard sells and (unless a serious value is presented) has learned to distrust them.

Beyond that, in my opinion, a product that seeks to bring more love and appreciation into the world doesn’t necessarily need a hard sell. I think that, for this type of product, once you drill into the need and problem enough, the product sells itself to those receptive to the message.

Robert Lucas