Promoting our stuff happens so fast now. Videos are under 1 minute long and webpages are super short. If we were lawyers defending our right to provide entertainment, we’d be in 20 minute court.
| “I have made this longer than usual because I have not had time to make it shorter.” |
It’s not easy making it simple and powerful, but the technique follows the “instant lawyer” technique.
- Make an opening statement summarizing the value
- Prove it with evidence (resume + awards usually) & witnesses (social proof = quotes + reviews usually)
Before we get to the opening statement, we gotta figure out what’s important to the jury. Before that, we gotta figure out who our jury is. Before that, we gotta figure out the plea.
Once we have that together, we make a super succinct statement like “The world’s most engaging book for cats.” After that, we prove that statement as quickly and effectively as possible. Then, we have nothing further.
An opening statement or proof will not do the trick on their own. Either the jury will not believe, or they’ll believe, but not come to the conclusion we want. We need both parts and that’s ALL we need.
Customers, now more than ever, want polarizing, straightforward communication. They don’t want to spend time connecting the dots, and there’s no reason they would. All the options in the world are at their fingertips.