There are three layers of persuasion. Each one goes deeper than the last.
→ Layer 1: Features
What it is. What's included. The specs. This is where amateurs stop. Features tell, but they rarely sell.
→ Layer 2: Outcomes
What it does for them. The result. The transformation. This is where good marketers live. Outcomes create desire.
→ Layer 3: Pain
What happens if they don't act. The cost of staying stuck. The fear of missing out. This is where deals close. Pain creates urgency.
Here's how to use the ladder:
Top of funnel: Lead with outcomes. Get them dreaming.
Middle of funnel: Mix outcomes and pain. Show what's possible and what's at risk.
Bottom of funnel: Go heavy on pain. Remind them why inaction costs more than action.
Features are table stakes. Outcomes get attention. Pain gets decisions.
Climb all three rungs.
P.S. Reply with a piece of copy you're working on and I'll tell you which rung you're stuck on (and how to go deeper).
~ Blake
Two ways I can help:
Pagetear → Copywriting studio for your SaaS
Founder Positioning → Personal brand sprint to become a thought leader