Day 8: Pitt London

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.


One of the main reasons I wanted to do this project was because it would be hard.

I knew that, while the idea of writing a sales letter every day sounded romantic, it would probably be pretty challenging.

I tried not to think about that though.

Writing today’s letter wasn’t hell, by any means, but (due to my schedule today) making myself finish it was harder than it’s been the past few days.

But that’s kind of the point.

Product

I wrote about a Kickstarter product called Pitt London. I’ve never used it, it just looked like a cool product with a lot information to pull from on the Kickstarter page.

So here we are.

Who is the Customer?

I didn’t define this as much as a probably should have. In general, the customer is a moderately active millennial who prefers buying natural products when possible and makes environmentally-friendly decisions when it’s easy.

Customer Level of Awareness & Sophistication

This customer is solution-aware. They know that natural deodorant exists, but if they’ve tried any — they know that the majority of natural deodorants simply don’t work the way you want them to.

Big Idea + Rationale

There are a couple big ideas in this one. I should have done a better job narrowing down.

In general, the big idea is that natural deodorants don’t work, and antiperspirants are unnatural.

Beyond that, there are a few tertiary ideas:

  • Pitt London is good for the environment (or at least better than other deodorant packaging)

  • Pitt London actually works, thanks to Arrowroot Powder as a main ingredient

  • The gua sha applicator provides health benefits

If I were to re-do it, I’d narrow this down A LOT. I think the problem is that this product has a lot of cool features, each of which deserves to be talked about, but that can take the focus away from the big idea.

Big Promise + Rationale

The big promise is that using Pitt London is making a healthy, effective choice for the individual and the environment.

I’ll admit — this could be a lot better.

Lessons Learned

Cool products are both easy and hard to write for at the same time.

It’s easy, because you can write a lot of shit about a cool product. It’s hard, because if there’s so much cool shit — how do you decide which cool shit to focus on?

Beyond that, I learned that showing up and writing every day is what makes the magic happen. But this lesson isn’t from my writing today, it’s from Steven Pressfield’s War of Art, which I was listening to earlier.

If you haven’t read or listened to that book, holy shit — do it now. It will light a fire under you in the best way.

Robert Lucas