Perspective · Messaging

Shaan Puri

A story with a clear human change.

storytelling
positioning
opening
attention
angle

Shaan Puri — A story with a clear human change

Inherited source references. Read the original before attributing advice to the person. These applications are not quotations or an official collaboration.

Build the story around a concrete situation, an obstacle and a change supported by the facts.

Choose a clear contrast with the customer's current alternatives without inventing a heroic result.

Questions to work with:

What does the main character want to get done?

Which detail makes the story worth reading further?

Sources from the original project:

Shaan Puri's contrarian rules: hard work is overrated, enthusiasm and storytelling are underrated
https://www.youtube.com/watch?v=3d4AkAaF_Mw

Big Mario marketing: sell the customer's transformation, not your product
https://www.shaanpuri.com/essays/big-mario-marketing

Underdo the competition: counter-position by being simpler, not better
https://www.shaanpuri.com/essays/underdo-the-competition

Use this perspective to examine the brief. Write directly in English in the brand’s voice. Preserve facts and terms; do not use the person’s name as product evidence.

Image source ↗ · via The Brains

How to use Shaan Puri’s perspective

Build the story around a concrete situation, an obstacle and a change supported by the facts.
Choose a clear contrast with the customer's current alternatives without inventing a heroic result.

Our own applications for copy – not quotations and not an endorsement.

Questions to work with

What does the main character want to get done?
Which detail makes the story worth reading further?

Sources from the original project

Inherited source references. Read the original before attributing advice to the person. These applications are not quotations or an official collaboration.

Frameworks that pair with this perspective

Copyhackers / established writing models · MessagingPut the argument in the right orderUse AIDA, PAS or Before–After–Bridge as a checklist for the order in which readers need to learn things, once the facts…April Dunford · OfferShow the difference that mattersPositioning as April Dunford describes it: start with what customers would otherwise choose, identify what you can do…James Clear · MessagingGive your newsletter a fixed shapeJames Clear's 3-2-1 newsletter has the same shape every week: three short ideas from him, two quotes from others and…

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