What's your name?
Brooklinen is a New York-based startup that was built to deliver simple, beautiful, high-quality home essentials at a fair price.
If you are looking to buy a pillowcase and landed on Brooklinen’s Mulberry Silk Pillowcase product page today, this is the copy that you would see:
You may see the above…
and think
“Awesome! That’s all I needed to hear.”
or you may ask
“What’s the benefit of chemical safety?” or “What’s special about Mulberry leaves?“
Based on your mindset, we categorize you as…
either a Skimmer
or a Digger
Skimmers like short content.
Diggers are detail hungry and leave when the information they’re seeking isn’t available.
Does this explanation of Skimmers and Diggers make sense? /
Satisfying Skimmers and Diggers
At one level it feels like Skimmer and Diggers have nothing in common– one group likes short content and the other likes longer content. But this doesn’t mean you need to create a Frankenstein page that is trying the impossible task of satisfying Skimmers and Diggers simultaneously. That’s impossible to do
We will make two kinds of updates to the page:
1: We will add a bunch of micro-improvements to the page. Micro-improvements help both Skimmers and Diggers. We will talk about micro-improvements shortly (it comes after Deconstruction, which is discussed next).
2: The micro-improvements appeal to Diggers but they want more. So we will add special conditional call-to-actions (CTAs) to the page. Clicking any of these conditional CTAs will reveal the long-form sales pitch. Don’t worry about the long-form sales pitch at this time, it’s something we’ll explain in splendid detail after we cover Deconstruction, which comes next, and micro-improvements, which comes right after that. PS: you’ll notice we used the term conditional call-to-actions (CTAs) above, that also is something we’ll cover later in the story.
Next Steps
Now that you know about these two characters it’s time to cover the topic of Deconstruction.