👋 Hey there!
🚅 This is issue #53 of the Double E Bullet where I share two action-packed bullets to help you go from full-time founder to part-time CEO.
Lately, I’ve had some insightful conversations during coaching sessions, and a recurring theme emerged – the pursuit of crafting exceptional presentations and websites that truly stand out. After all, when it comes to presentations and websites, many founders face a common problem; you have a brilliant idea, a groundbreaking product, or an inspiring message to share, but when you sit down to create a presentation or design a website, the nerves kick in.
You worry about making it comprehensive, covering every detail, and ensuring your audience understands every facet of your offering. And before you know it, your presentation becomes a lengthy, convoluted document, and your website turns into an information overload.
What if I told you there’s a way to make them not just manageable but remarkably effective and engaging?
BULLET ONE
🧠 Enter the Problem, Pain, Solution, Proof (PPSP) framework
This is a storytelling framework that I’ve broken into four easy steps to help you create content; whether it’s a presentation, sales copy, or even a landing page, that not only informs but also engages, inspires, and leaves a lasting impression.
Prep Work – Identifying the challenge
Begin with understanding the problem your product/service solves and make a list. Then, dig into understanding the problem your target audience aka your hero, struggles with and select one problem.
Step 1 Problem – Recognizing the Frustration
Use this step to illustrate the problem your hero is facing; write out or record (depending on your story format) the problem that will instantly capture their attention.
The pain in content creation often stems from your audience’s struggles, questions, or unmet needs. To create engaging content, you must first recognize and acknowledge this pain.
Are your readers struggling with time management, feeling overwhelmed, or searching for ways to boost productivity? Identifying their pain points is the key.
Step 2 Pain – Stirring Emotions
This step is where you dive deeper into your audience’s frustrations and emotions.
Tell relatable stories or share statistics that highlight the extent of their challenges. Make them feel the discomfort or inconvenience even more intensely. Aim to empathize – show you understand them. Done well, your audience ends up thinking ‘This is exactly what I feel – these folks just get me!’
Step 3 Solution – Providing the Answer
Now it’s time to introduce the solution – your product, service, or proposal.
Show how it can help your audience get rid of the negative feelings that you introduced at the start of the story. Your content should provide practical, actionable solutions that directly address your audience’s challenges. Whether it’s offering time management tips, productivity hacks, or expert insights, your solution should be clear, valuable, and attainable.
Step 4 Proof – Backing It Up
The last step! It’s time to back up your solution with proof. Your audience needs assurance that your solution works and is worth their time.
Share success stories, case studies, testimonials, or data that demonstrate the effectiveness of your solution. Show real-life examples of individuals or businesses who have benefited from your advice or product.
BULLET TWO
🌎 PPSP framework in action
The PPSP framework doesn’t have to be boring. Here are a few examples that use slick action and humor within the PPSP framework.
The Dollar Shave Club, a subscription-based razor company, used the PPSP formula to create their viral marketing video. The video begins by identifying the problem: the high cost of razors. It then goes in deeper into the pain by showing how ridiculous it is to spend a lot of money on something as simple as a razor.
Another great example is the ad from Old Spice.
Old Spice is known for its humorous marketing campaigns that apply the PPSP formula. One of their most famous campaigns featured actor Isaiah Mustafa delivering a monologue that identifies the problem – men’s lack of confidence – and agitates it by emphasizing the negative consequences of not using Old Spice products.
The monologue then presents Old Spice as the solution, highlighting the benefits of using their products and showing how it can improve confidence and attract women.
P.S. This newsletter was also written using the PPSP framework. Read it again and see if you can find the framework in action 🙂
🧨 DHIREN’S UPDATES 🧨
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That’s all for this edition! What was your favorite bullet?