Arielle Jackson: recommendation

Transcript context

…Interesting. I love that. That makes a lot of sense. For people trying to go through this exercise, you always have such a good answers to how actually the process of coming up with say you're positioning this case, is it again, you pull up a doc and start writing things or is there something even more structured? Yeah. There's something more structured. I have kind of a worksheet that goes through all those things we just talked about. So it's like, who is it for? What are they doing today? All those questions we just talked about, it's more like a structured brainstorm. There's an exercise I really love that I've called the bar test that is helping you get everything you've written into human language because one of the really big pitfalls I see, especially for B2B companies, but really for everyone is they write in a way that people don't talk. So the document, when I get the first draft back from founders often has things like leverages and empowers and nobody talks like that. And so getting this into turns your iPad into a point of sale blankets your home in fast, reliable wifi, records your screen and cam at the same time, really basic stuff that it describes your product in a way that someone would actually say that's the type of language that I think people want to use. First of all, you defined your target. Now you pretend to be someone in your target, having drinks with someone else in your target at a bar and you have to be able to say, hey, I just started using product name. It's this really great category, that benefit. And the other person goes, hm, tell me more or that's cool, what do you mean? Or some other similar prompts. And then you have to say your differentiator. You actually have to say it out loud. And if you run through that test and it's actually stuff people would say out loud, then you've done a pretty good job and you can start using that copy publicly. That is very cool. I have not heard this bar test before and I like that it might happen at an actual bar. Is that also something people can find online or is that they write it down right now?…

Stored transcript either side of the excerpt. The highlighted words are the published quote; the surrounding text is unedited source, never generated.