Category: commercials

https://www.demandcurve.com/newsletters/growth-newsletter-199

Look at the “benefit of a benefit.”

Step 1:

Write a list of your product’s benefits AND its downsides.

Step 2:

Analyze each and ask, “what’s a unexpected / obvious / helpful / interesting / funny / convenient / comforting / amazing / wild / beautiful / exciting / weird… benefit of this benefit/downside?”

In other words, what’s a second-order benefit of that benefit/downside?

It can either be directly for the user (kids on a trampoline) or for the real buyer/user (relaxed parent).

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