STEP 4.2: A CASE STUDY
Crafts His Message
Sam has his one-page launch plan. Now he needs to translate his app's value into words that will make freelance writers sign up.
The Challenge
How can Sam create a landing page that converts visitors into users? He needs a simple, authentic way to structure his message that focuses on the user's pain points.
The Action
Sam uses the Problem-Agitate-Solve (PAS) formula, pulling exact words from his validation interviews.
1. Problem
"You became a writer to write, but you spend half your time buried in spreadsheets and admin tasks."
2. Agitate
"You worry about missing deadlines, you forget to send invoices, and you feel like your business is controlling you, not the other way around."
3. Solution
"Writer's Desk is the simple, all-in-one tool that runs your freelance business for you. It tracks your projects, manages your clients, and creates invoices in one click, so you can get back to doing what you love: writing."
The Outcome
With PAS as his guide, Sam now has the core building blocks for his landing page copy and social media posts.
Sam's Core Landing Page Copy:
Headline:
"Spend more time writing, less time on admin."
Value Proposition:
"Writer's Desk is the simple, all-in-one app for freelance writers to manage projects, clients, and invoices."
Call-to-Action:
"Start your free plan today. No credit card required."