“Joys divided are increased.” – Josiah Gilbert Holland, Born Jul. 24, 1819.
If you want to make any offer of anything seem more appealing to whoever it is you're offering it to…
Start slicing it up. Every distinct piece of it is a separate component with its own intrinsic and inherent value.
If you were selling a car, is it a car? Or is it a powerful engine, luxurious seats, safe brakes, shiny wheels, spacious interior, premium tires, bone-shaking stereo, etc…
And this thin slicing of components isn't just a trick to describe the offer to increase desire…
You use it to describe the prospective customer's future as an owner of the product or user of the service.
They benefit from and enjoy every aspect and micro-experience of usage.
This incredibly silly trick can make even the most mundane and boring items seem like treasure – a diamond hidden in the rough of plain sight.
A car is obviously a complex machine and it may seem easy to pull that apart. But consider a simple bottle of wine – the pedigree of the grape vines, the subtleties of the climate and terrain, the history of the vintner, the quality of the barrels, the integrity of the aging, the aroma, the nose, the taste, wood, fruit, berries, flowers, brightness, bitterness, mouth feel, aftertaste, finish, etc.
Use this and watch each thin slice nudge the prospect further along the vectors of desire, purchase, and satisfaction/consumption of whatever you're selling.
Don't underestimate how truly powerful this is in a pure bang-for-bucks/reward-to-effort ratio.
How can you use this right now to get someone to give you want you want from them or convince them to do what you want them to?
<!—- lagniappe Let’s break this down to tactics. I know you like when I do that - I LIKE IT TOO! So - when you want to take a product and break it down in this way to increase the joy in anticipation of ownership: 1. Sensuality - think of the senses. How do they detect the features, benefits, and advantages of this product in front of them. Apply the same question to the experience of life after ownership, enjoying the benefits of having their problems eliminated. 2. Components - break the thing into its constituent parts. Each one should have its own justification for existing. A reason why it’s better to have it than not. Is this piece better than every other similar piece in a competing offer? How and why? 3. Steps. You buy the product - what happens next? Then what? And then what next? Lay it out. Use those senses again and lay it out - what are the positive benefits at each stepping stone from purchase, to implementation, to resolution, to success ever after? What’s it like to experience those changes one by one? 4. Context of Creation. Who made it? Why care? How was it made? Who helped? Where? Out of what? Why that vs. anything else? There is always a story in why something has come to exist - what prompted it, and why is it needed if alternatives exist? What don’t the other options address or consider? 5. Zones of Effect. Where does the benefit of solving their problem have an impact in their lives? Describe scenes of enjoying that benefit at home, with family, out with friends, at work - everywhere that it will be felt and can be recognized. This isn’t a complete list, but there’s plenty here to start you down this road - giving the reader so many places to attach their joy and enthusiasm about your offer that it feels more and more foolish to ignore or histate. Try it out - let me know how you like it. —->
4 thoughts on “How to Pull Apart Any Product to Describe it Desirably”
This can also be super cool when used to create a killer email sequence… great reminder of a simple yet really effective copywriting technique, ta!
Thank you so much!
You had me at "bone-shaking stereo". I love how you use your imagination to full extent.
This article was very helpful.
Simple but amazing stuff to get the description completely right. It does help when one knows just how to put things into context.