The Clarity Workshop - Getting to the Essence

What it is:

• The five layers of Clarity to nail before you write a word.
• The three ridiculously simple questions that get to the heart of what you sell
• The new messaging formula that replaced “feature, benefit.”
• The questions behind each layer of Clarity, all in a document and ready to fill in.

Who it’s for

• You can explain it over coffee...but it falls apart in a two-minute pitch.
• Investors nod, ask a polite question, then never follow up.
• Your co-founder describes the company differently than you do.
• Your target buyers like the idea but can’t say why they’d pay for it.
• You’ve rewritten your one-liner a dozen times, and it still doesn’t feel right.

Stuff you’ll discover

• The one question founders almost never answer right on the first try. A room full of smart people missed it, including a neuroscientist.
• Why “dumb it down” is terrible messaging advice, and what to do instead.
• Why the problem you think you solve may not be the one people pay for.
• Two words on almost every startup site that quietly hand your power away.
• The six value buckets every purchase falls into.
• Why two of the three parts of the brain that drive a buying decision can’t process a single word of your feature list.
• The weasel words marketers borrowed from lawyers, and why they make you sound unsure.
• What a whiskey glass teaches us about finding the core of what you sell.
• And so much more fun stuff...just wait. (-:

About Zach