Alright, let's get practical.
Yesterday I showed you how one brand went from scattered messaging to $100k/day in ad spend by nailing their Product-Market Fit statement:
"How gym rats go from frustrating plateaus to consistent gains without wasting money on junk."
Today, I want to show you the formula behind that statement.
Because once you understand this, you can build one for your own brand.
Here are the four parts:
1. Market Segment
Who is this for? Use the exact words they use to describe themselves.
Not "men aged 25-40 who exercise regularly." That's demographic guessing.
"Gym rats" is how they self-identify.
2. Pain/Problem
What's the acute issue they're desperate to solve?
Not the surface-level problem. The real pain.
For gym rats, it wasn't "I want to be healthier." It was "hitting a plateau"—the frustration of putting in the work and not seeing progress.
3. Desired Benefit
What do they want instead?
This has to be positive. Not "stop plateauing" but "consistent gains."
What's the outcome they're actually after?
4. Apprehension
What's holding them back from getting that benefit?
This is the "without..." part.
"Without wasting money on junk" addresses the fear that most supplements are overpriced garbage that don't deliver results.
Put it all together:
"How [Market] go from [Pain] to [Benefit] without [Apprehension]."
This isn't your ad copy.
This is your formula.
It's the lens through which you create every ad, every landing page, every email.
When this is dialed in, the people you can talk to are incredibly interested in what you have to say.
Because you're speaking directly to them.
Now here's the thing:
Most brands skip this step. They start with the product they created and try to find people who might want it.
That's backwards.
You start with the market. You find out what they're struggling with. Then you position your product as the vehicle that takes them from pain to benefit.
Here's my question for you:
If you tried to fill in this formula right now for your brand, which part would you struggle with most?
The market? The pain? The benefit? The apprehension?
Hit reply and tell me. I'll help you think through it.
See you tomorrow,
Jeremiah
P.S. … Tomorrow I'm going to show you what happens when you get this right. And what to do when you hit saturation on your first market. (Spoiler: that's when things get really fun.)
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There was no review queue, no editorial process, no post-facto revisions. I just wrote it and sent it … therefore, I can pretty much guarantee some sort of typo or grammatical error that would make all my past english teachers cringe.
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