Every product contains a life-changing message. Billy Broas created this simple yet powerful framework to help you discover it.
It's critical to meet your customer where they are. We call this place their status quo, or their unacceptable status quo.
Lightbulb 1 represents language to capture the customer's status quo. It's the language of empathy, and of speaking the words that make your customer realize, "This person gets me."
Are we the only choice available to our customers? We wish. But let's be honest, the answer is no.
And it'd be a mistake to cover our eyes and pretend those other bridges don't exist.
With The Five Lightbulbs, we speak to these other options. Lightbulb 2 represents language around the other bridges your customer has tried.
Lightbulb 3 is a powerful one. It's the first Lightbulb that focuses on you, the seller, but it doesn't represent your product.
Lightbulb 3 represents your approach; it describes the way your product solves a particular customer's problem.
Giving voice to Lightbulb 3 is the best way to stand out in a crowded marketplace.
Lightbulb 4 is the most straightforward. It represents your product. But we call it your "offer."
Your offer includes your product, but there's more to a great offer than the product alone.
Many businesses only speak to their Lightbulb 4, which we call being "stuck in the Lightbulb 4 silo."
It's important to connect the dots between your product and what it can do for someone.
Lightbulb 5 paints a picture of life after success with your product, on the other side of the bridge.
Neglect this Lightbulb and you might get interest, but not action.
I created the Five Lightbulbs framework.
My background isn't in marketing. I studied science and technology, spent seven years in the energy industry, then learned marketing when I needed to build my own business.
That outsider perspective revealed something troubling: marketing had become about manipulation, not persuasion. I wanted an approach grounded in honest persuasion, not psychological exploitation.
The Five Lightbulbs emerged from that conviction. It's built for established professionals who want clarity in their marketing without compromising their integrity.
If you believe marketing should respect intelligence and build conviction—not hack psychology and manufacture urgency—the Five Lightbulbs is for you.
Start with the book that introduces the concept of "Belief Building" and explores why argument-based marketing works better than manipulation.
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