A short YouTube monologue advising that websites should focus on the single, primary market desire (the "bullseye") when crafting headlines and copy. The speaker critiques a coffee product page that lists many selling points (Brazilian blend, mushrooms, sustainable packaging, cognitive/hormonal claims) and argues this dilutes the message and harms conversion.
The headline's job is to get them to read the sub headline and then the sub headline's job is to get them to read the first line of your lead in copy and so on and so forth. But if we look at this page, there's really nothing on there to get me to want to read this thing. You've got Brazilian blend coffee. But then if I scroll down the page, then we start talking about mushrooms, which seems to be the unique point of difference. And then we're talking about sustainable packaging, so we're already trying to show our hand there. Further down we talk about boost cognitive performance, regaining hormonal balance. Then you start talking about lion's mane and chaga and manuka honey coffee. The very first thing that I would say is what is the reason that people buy this coffee? What is the number one mass market desire that it is that this market wants? And that's the thing that you really want to be zeroing in. And that's what I call the bullseye of your market. You can't tell me that it's everything. That's complete horseshit. It's not everything. There's going to be one ultimate thing that it is that they want.
