Thread by @Harris_Bryan

Your product probably has 1 of these 3 Issues:

1. Seems to complicated
2. Problem isn’t acute enough
3. Price seems too high

How do you fix it?

Rearrange peoples perspective of the product so the issues naturally go away.

Examples 👇

Issue #1: "Seems to complicated"

Symptoms:
1. The product seems too complicated
2. The method seems hard to follow
3. I just don't think I can do it.

Solution: Simplification.

Rearrange their perspective by boiling down your product to its most simple parts.

Example...

Issue #2: "Problem isn’t big enough"

Symptoms:
1. "Maybe I'll deal with that later"
2. Market seems too small

Solution: Escalation.

Rearrange their perspective by zooming out and focusing on another problem they are aware of and that depends on your solution.

Example...

Issue #3: "Price seems too high"

Symptoms:
1. "But [competitor] is cheaper"
2. "Maybe I'll just do it myself"

Solution: Redefine Price

Rearrange their perspective by comparing to another class of product or showing oppurtunity costs of not doing it.

Example...

(Note: I would like to run a variant of this ad focused on the cost of NOT cleaning your house (aka: repair bills) instead of coupon approach)

This was from my morning reading of Breakthrough Advertising.

Chapter 10: Redefinition: The Fourth Technique of Breakthrough Advertising

Takeaways:

Application #1: Write ad variants based on each of the 3 techniques. Test them against each other.

Application #2: If you have an acute case of any of these 3 issues, face them head on in your ad or funnel.