STEP 4.2: A CASE STUDY
Crafts His Product Story
Leo has his one-page launch plan. But now he's staring at a blank Etsy product description thinking, *"How do I convince someone to buy a $150 wallet online?"* He knows he can't just list the features.
The Challenge
How can Leo translate the value of his craftsmanship into words that justify the premium price and make customers feel an emotional connection to his products?
The Action
Leo uses the Problem-Agitate-Solve (PAS) formula, using the insights from his validation interviews.
1. Problem
"You're tired of wallets that fray, crack, and fall apart after just a year or two of use."
2. Agitate
"It feels wasteful and frustrating to constantly replace the items you rely on every day. You start to believe that nothing is made to last anymore."
3. Solution
"That's why I created the Lifetime Wallet. It's handcrafted from a single piece of full-grain leather and saddle-stitched by hand, creating a durable and timeless piece that's guaranteed for life. It's not just a wallet; it's a companion that will age beautifully alongside you."
The Outcome
With PAS as his guide, Leo now has authentic and powerful building blocks for all his marketing. He's not just selling a product; he's selling a philosophy.
Leo's Core Messaging for his Etsy Shop:
Product Title:
The Lifetime Wallet - Hand-Stitched Full-Grain Leather Minimalist Wallet
Value Proposition:
A minimalist leather wallet, handcrafted to last a lifetime and guaranteed forever. The perfect alternative to disposable, mass-produced accessories.