#1143 - CLASSROOM: It's Not Just What You Say, It's How You Say It
Side Hustle School
Chris Guillebeau
4.7 • 3.3K Ratings
🗓️ 17 February 2020
⏱️ 9 minutes
🧾️ Download transcript
Summary
Branding and messaging are core components of product design. As you follow your roadmap to launch, think carefully about what you’ll say AND how you’ll say it.
Side Hustle School features a new episode EVERY DAY, featuring detailed case studies of people who earn extra money without quitting their job. This year, the show includes free guided lessons and listener Q&A several days each week.
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Side Hustle School features a new episode EVERY DAY, featuring detailed case studies of people who earn extra money without quitting their job. This year, the show includes free guided lessons and listener Q&A several days each week.
Show notes: SideHustleSchool.com
Email: team@sidehustleschool.com
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Transcript
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| 0:00.0 | What's up? Welcome to the Citusel School. Welcome to a new week. And welcome to this week's |
| 0:09.6 | classroom episode. In recent classroom lessons, we have looked at different Citusel ideas |
| 0:14.7 | where they come from categories, how to decide between competing ideas and so on. Last |
| 0:19.6 | week we began building our roadmap to launch all the things you need to do before you |
| 0:23.8 | can debut your project. Now, this week's episode is called, it's not just what you say, |
| 0:29.3 | it's how you say it. You might think, hey, why aren't we talking about shopping carts, |
| 0:33.0 | Instagram ads, or wait, why aren't we building out those nuts and bolts we talked about last week? |
| 0:38.6 | Well, here's the thing, we're still all about nuts and bolts, for sure. And we'll get to |
| 0:42.8 | marketing much more in the second, two-thirds of the year. But because branding and messaging |
| 0:47.3 | are part of product design, or at least they should be, it's critical to think about the message |
| 0:51.5 | you'll be presenting. And as soon as you think about this, the better. As soon as you think about |
| 0:55.2 | this, the easier it is, the less adjustment you'll have to do later, the greater the odds you'll |
| 1:00.2 | be successful, the less friction you'll encounter, and so on. So this shouldn't be an afterthought. |
| 1:05.1 | It's something you consider as you work off that roadmap, and as you complete those tasks, |
| 1:09.2 | you identified last week. Now, here's a key point that frames everything. We make purchasing |
| 1:14.0 | decisions based on emotion, much more than logic. And the way you appeal to emotion is by |
| 1:19.7 | leading with benefits. Give you a couple of examples here from recent and upcoming stories. |
| 1:25.0 | So here's a recent one episode, 1134. We talked about the journalist who leads outdoor activities in |
| 1:30.6 | Maine. She put together this membership club, where people, you know, every month, go out and try |
| 1:35.8 | a different activity. So there, the emotion, the benefit is all about getting outdoors and trying |
| 1:41.1 | something new with a supportive group. So you're able to experiment, but you have the supportive |
| 1:45.2 | new friends, it's a community, and so on. And then 1151, which is not out yet, it comes out next |
... |
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