The Jobs to be Done framework reframes your product around the outcome your customer is seeking. A customer doesn’t buy a drill – they buy a hole in the wall. They don’t buy a mattress – they buy a good night’s sleep. When you understand the ‘job’, your copy shifts from describing what the product is to describing what it does for the reader. This is particularly powerful for products that compete across categories, where the real rival isn’t a similar product but a completely different solution to the same problem.
See also: Benefits first; Focus on the reader; Know your competitors
From Competing Against Luck by Clayton Christensen
Try this
Complete this sentence for your product: “When I’m [situation], I want to [motivation], so I can [outcome].” Write it from the customer’s perspective. Now rewrite your headline around the outcome.
Ideas
Open a ten-minute sprint with Jobs to be Done as your prompt.