I eat bread & omelet for breakfast daily. It’s gotten to a point where I don’t consider eggs and bread as separate food products anymore.
I see it as breakfast. As a use case. A lifestyle choice.
If I’ve not had eggs and bread in the morning — I’ve not had a proper usual breakfast.
Think about it…
A college degree is for a career path.
A sports car is for driving performance.
A luxury apparel brand is for partywear.
All these are use cases.
But why bring out one in your copy?
A use case essentially solves 2 things:
1. The problem your customer has
2. The specific value your product brings
If I’m having eggs and bread daily, my breakfast is set (problem solved).
But for the long-term, I don’t have to think about breakfast ever (value of the product).
I’m sure there are products & services in your life that you relate to very specific use cases.
Think from that lens and transform your products & services into use cases + lifestyle choices.
Now onto some great examples…
1. CUTS Clothing
I like this video ad by CUTS.
They show a man walking in different locations in different seasons with the same shirt.
CUTS call it “The Perfect Travel Shirt”.
And that’s a use case right there.
Customers now have apparel for travel (problem-solved)
Customers don’t have to think about what to wear while traveling (value-given)
Own a use case.
Own the sales.
Nutella really convinced people that it’s good for breakfast.
How? By making a use case of morning chocolate rolls.
What to eat for breakfast is not a problem anymore.
Thinking about breakfast daily isn’t one either.
That’s how framing your product as a use case solves 2 things at once.
Now let me show you how to use this actionably in real life…
3 Tactics for You
1. Read Opinions
Be it online forums, social media, or reviews — see how people are using a product or service.
More often than not, people will tell the role of products in their lives.
That is what will help you craft persuasive copy.
2. Create a Problem-Solver
Don’t sell your product as a want. Sell it as a need.
Tell the story of how it solves a problem that the customer is desperately after.
3. Look for Lifestyles
Don’t sell your product for what it is. Sell it for what it can be. See how you can fit your product into the lifestyles of your customers.
The more regular the use, the stronger the use case.