① Who, what, and where this copy runs...
② Customer pains
③ Customer voices (words you really h...
④ Numbers to use (only ones you checked)
⑦ Draft 4 lines for each of 5 pattern...
⑧ Check the 4 lines with the most cir...
⑨ Reactions from people close to you
⑩ Concerns and what you changed
⑪ The one you chose
⑫ Where and when to run the line chos...
⑬ The week before posting
⑭ The week after posting
⑮ The pattern to try next
Tagline: 5 Patter...
How to use (4 pag...
Customer gains, d...
Rules, owners and...
Customer pains, c...
Customer voices, ...
1/4
Set who and what ...
Ctrl+F / ⌘F : 2/4...
→ 2/4
2/4
Draft in 5 patterns
↙ 3/4
Who it reaches e.g. A nearby working family that has bread for breakfast What you are saying (the product) e.g. A new rice-flour sandwich loaf Where it is used (the place sets the length) e.g. Flyer, social post, in-store POP, web. Keep POP short enoug h to read from far away e.g. No time in the morning to toast bread e.g. The loaf is dry by the next day e.g. My child leaves the bread unfinished Write what troubles customers in their own words e.g. 'So chewy my child asked for more' e.g. 'Still soft the next morning' e.g. 'Toasting makes the outside crisp' Copy down what you heard at tastings or the register, as is Rule: Use only numbers you really checked. Use 'best' or 'alwa ys' only with proof e.g. 24 of 30 tasters said 'chewy' e.g. Only 20 loaves baked a day e.g. Out of the oven at 7 a.m. ⑤ Turn product fe...
Product feature (the shop's view) e.g. Made with rice flour e.g. Baked with extra moisture e.g. Out of the oven at 7 a.m. Customer gain (what delights them) e.g. Chewy and easy for children to eat e.g. Still moist the next morning e.g. Fresh bread before work ⑥ From the custom...
e.g. Still chewy and moi st the next morning Texture words e.g. chewy, moist, fluffy Who eats it e.g. children, family, a treat for yourself How it feels e.g. relieved, looking forward to morning Eating scene e.g. busy mornings, lunch boxe s, snacks Checked numbers e.g. '24 of 30' and '20 a day' from ④ The shop's character e.g. neighborhood bakery, 7 a. m. fresh Line 1
Line 2
Line 3
Line 4
A number
e.g. The loaf 24 of 30 tasters called chew y e.g. Only 20 rice-flour loaves a day Hint: Use just one checked number from ④ Hint: Use a time number such as 7 a.m. A question
e.g. Is there bread that stays soft the ne xt morning? e.g. Breakfast in 5 minutes, every day? Hint: Turn a pain from ② into a question Hint: Ask something customers want to answ er yes to Before and after
e.g. Bread that went dry by the next day, chewy the next morning e.g. The bread my child left, now asked fo r again Hint: Write it as 'It was X, now it is Y' Hint: Use a voice from ③ as the after A direct call
e.g. For busy mornings, moms and dads e.g. For anyone let down by dry bread Hint: Write it as 'For people who...' Hint: Use the name for the person you chos e in ① A surprise
e.g. Rice flour, yet crisp outside when to asted e.g. A loaf you can eat without toasting Hint: Write a fact that makes customers sa y 'Really?' Hint: Write the opposite of a common belie f 3/4
Pick one with cir...
→ 4/4
4/4
Post it and compa...
The line
Readable in 3 sec...
Customer gain inc...
Easy to say aloud?
Most circles
e.g. Bread that went dry by the next day, chewy the next morning e.g. △ Too long. Cut the back half e.g. OK Soft the next morning e.g. OK Easy to say 2nd most circles
e.g. Only 20 rice-flour loaves a day e.g. OK Readable e.g. △ The gain is still weak e.g. OK Easy to say 3rd most circles
e.g. Breakfast in 5 minutes, every day? e.g. OK Readable e.g. △ The bread's appeal is missing e.g. △ A little long 4th most circles
e.g. Rice flour, yet crisp outside when to asted e.g. OK Readable e.g. △ The morning gain is missing e.g. OK Easy to say e.g. Family: 'Still chewy the next morning' showed me I can stock up e.g. A regular: 'Chewy' makes me want to eat it Write who you showed and what they said, as is e.g. The top line was long -> cut to 'Still chewy the next morning' e.g. The number line drew a question on proof -> note the tasting date Write the wording before and after the change The tagline you chose e.g. Chewy again the next morning. Rice-flour loaf Why you chose it e.g. It had the most circles, I cut it to a 3-second read, and m y family saw they could stock up Lines to keep as next candidates e.g. Breakfast in 5 minutes, every day? (try on social posts) Date to run
Owner
Deadline
Run alongside
Flyer
e.g. Hand out from next Monday Owner: ____ e.g. Order the printing by Friday e.g. Bake time (7 a.m.) Social post
e.g. Post Monday at 7 a.m. Owner: ____ e.g. Take the photo by Sunday night e.g. Photo of a cut slice In-store POP
e.g. Put it out when the shop opens Monday Owner: ____ e.g. Write it by Saturday e.g. Tasting invitation Web
e.g. Top of the shop's intro page Owner: ____ e.g. Fix it by Monday noon e.g. The shop's map e.g. People who saw the post: about 120 per post e.g. Inquiries about the rice-flour loaf: 1 e.g. Rice-flour loaves sold: 8 a day on average e.g. Customer voice: asked 'What kind of bread is it?' e.g. People who saw the post: about 150 per post e.g. Inquiries about the rice-flour loaf: 3 e.g. Rice-flour loaves sold: 11 a day on average e.g. Customer voice: 'I saw the POP and came to buy' e.g. Try a question-pattern line on social posts e.g. Keep 'the next morning' on the POP Count the same way as ⑬ so you can compare Add the pattern and a deadline to the task board → 2/4
Draft in 5 patterns
↙ 3/4
Pick one with cir...
→ 4/4
Post it and compa...
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