Deal a hand

Five tactics, at random. Use them all on one brief, or keep the one that bites.

For

Headlines Email Brand voice Campaign concept

Customer awareness stages

Eugene Schwartz identified five stages of customer awareness: Unaware (they don’t know they have a problem), Problem-aware (they feel the pain but don’t know solutions exist), Solution-aware (they know solutions exist but not yours), Product-aware (they know your product but aren’t convinced), and Most Aware (they know and trust you – they just need a nudge).

Craft

Jobs to be Done

The Jobs to be Done framework reframes your product around the outcome your customer is seeking.

Craft

Chiasmus or antimetabole

A chiasmus is a piece of writing that repeats words, concepts or grammatical constructions in reverse order – e.

Craft

AIDA

First, you must get a reader’s attention, then capture their interest before arousing desire and, finally, encouraging action.

Craft

Help the hero

Can you place your product at the centre of the hero’s journey?

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