First, you attract attention by publishing breaking news to matching channels: Twitter, Facebook, Pinterest.

Second, you develop interest by linking your value proposition to customer goals: health, wealth, status.

Third, you encourage decision by resolving customer fears: display social proof, implement return policy, provide instant shipping.

Fourth, you simplify action by removing the steps towards payment: skip shopping cart, reuse credit card, accept Bitcoin.

At each step, you retain attention by matching expectations in unexpected ways.

Photo by Ronaldo Arthur Vidal on Unsplash

I’ve noticed your attention was fading, so I’ve designed a new blend of coffee that we can sell to other people as an exercise. Value proposition? It doesn’t have caffeine.

To sell a product, we need to name it first. Let’s use “CoFi”.

CoFi pattern-matches coffee by pronunciation.

CoFi pattern-matches WiFi by spelling, which is associated with cafes.

CoFi pattern-breaks other brand names which only have a single capital letter.

To sell a product, we need to express the value proposition. Let’s go with this:

CoFi is a coffee that doesn’t disrupt your sleep. You can enjoy a cup of CoFi every evening & wake up full of energy.

It pattern-matches the “cup of coffee” phrase pronunciation.

It pattern-matches customer expectation of waking up energized.

It pattern-breaks the established narrative that coffee worsens sleep.

To be continued…