So you’re writing an ad or commercial or script or website or policy document for some government department.
Regardless of what you’re working on, you’re only selling one thing. A bridge. That’s right - a bridge.
A bridge that gets your target audience from where they are right now to where they want to go. The product is the bridge that gets them from where they don’t want to be to where they want to be. From here and now to there and then.
That transformation is the value that’s being created. Transformation happens when you add or remove something from someone’s life. Your product can add new skills, knowledge, or habits. Or remove old habits, information, or problems.
If your product doesn’t add or remove something from someone’s life, it isn’t valuable. If there’s no transformation, there’s no value and no interest and no sale.
Focus on the value that’s being created.
Focus on the bridge.