STEP 4.2: A CASE STUDY
Crafts His Message
David needs to craft a message that will resonate with his neighbors and make them excited about his new coffee shop.
The Action
1. Problem
"Tired of generic chain coffee shops that feel soulless and crowded?"
2. Agitate
"You crave a comfortable place to work or meet friends that feels like part of your actual community, not a corporate spreadsheet."
3. Solution
"Introducing Downtown Coffee, your neighborhood's new living room. We serve world-class, ethically-sourced coffee in a space designed for connection and creativity."