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Redoing the website copy to address the right audience

I recently read Clayton Christensen's book Competing Against Luck. Key takeaway: the "Jobs to Be Done" philosophy - individuals "hire" products that fulfill a particular "job" that needs to be done. Think V8 and getting your vegetables without actually eating vegetables. Or old school Volvo and car safety.

After reading that, I thought about Smooth Operator. Take a look at the old Hero copy:

It was focused on helping "scale" a business. But is that really the right audience for my SOP generator app? I talked to o3 about who I'm really targeting and we settled on a specific, clear use case for a specific person: the overworked manager who knows they need SOPs but just doesn't have the time to write them. Simple and easy.

Take a look at the new copy.

Rather than some vague copy about scaling a business, it's focused on solving one specific pain point! I'd love your thoughts? Is it good/bad? Let's see how this affects conversion / interest!

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Smooth Operator