Useful. That’s the U we’re tackling in this third part of our masterclass series on the Four Us.

It’s a bit of a weird one, in my opinion. People tend to miss it out quite often, thinking that if there’s a benefit in the copy, then of course it’s useful. Or, what I see most people do, is just make a bold monetary claim and leave it at that.

But as you’ll see, there’s a little more to think about here, and you’ll hopefully go away from this part with a tool for thinking about usefulness (my catchily named Explicit/Implicit Usefulosity Scale) that will help make your copy stronger.

Best,
Glenn