The Five Lightbulbs® framework reveals an invisible -- yet very real -- human pattern. Each Lightbulb represents a category of messaging that maps to the human experience of making a decision.
When we're faced with a decision, there are paths ahead of us, the path we choose, the action we take, and the outcome we experience. That's The Five Lightbulbs in a nutshell.
We find that when we map our product messaging to this universal story, and turn on all the Lightbulbs, good things happen. Your customer has the "aha" moments that lead them to buy.
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Let's Light the Path to Your Product
Ready to learn the Lightbulbs? Let's get started! As you go through them, have a product or service of yours in mind.
Lightbulb 1 - Your Customer's Status Quo
Lightbulb 1 - Your Customer's Status Quo
It's critical to meet your customer where they are. Where are they, exactly? We call this place their status quo. Or their unacceptable status quo.
It's a place your customer wants to leave. That point is important; you can't create demand, you can only channel it.
Lightbulb 1 represents the language around the customer's status quo. It's the language of empathy. Of speaking the words that make your customer say, "This person gets me."
Lightbulb 2 - Other Things They've Tried
Are we the only choice available to our customer?
We'd like to think so, but if we're honest, the answer is no. It'd be a mistake to cover our eyes and pretend other bridges don't exist.
Instead, with The Five Lightbulbs, we don't just acknowledge those other paths -- we speak to them. We make an argument for why those other bridges may or may not work.
Lightbulb 2 represents language around the other bridges your customer has tried.
Lightbulb 2 - Other Things They've Tried
Lightbulb 3 - Your Approach
Lightbulb 3 - Your Approach
Lightbulb 3 is an interesting one. It's the first lightbulb that focuses on you, the product creator. But it doesn't represent your product.
Instead, LB3 represents your approach. It's the way you go about solving a particular customer's problem. It's your strategy, your methodology, or your special ingredient.
Turning on Lightbulb 3 is the best way to stand out in a crowded marketplace. Read more about it in the Deep Dive section below.
Lightbulb 4 - Your Offer
Lightbulb 4 is the most straightforward. You know it well, because Lightbulb 4 represents your product.
We actually call it your offer, because although it includes the product, there is more to an offer. It's also the risk reduction, pricing terms, how the product is delivered, and any perks or bonuses.
Many businesses only speak to their Lightbulb 4. Now can you see there are other opportunities.
Lightbulb 4 - Your Offer
Lightbulb 5 - Your Customer's New Life
Lightbulb 5 - Your Customer's New Life
It's important to connect the dots between your product and what your product can do for someone.
Lightbulb 5 paints a picture of life on the other side of the bridge, after success with your product.
Make sure you paint a pleasing one.
So you don't forget the Lightbulbs, you can download the image below. Save it on your phone so you have it handy the next time you sit down to create marketing material.
A special shoutout to my illustrator, Matt Strieby, for his beautiful work on this project.
Go Deeper
As you can see, you can learn The Five Lightbulbs quickly. At the same time, you're probably sensing they contain much depth. They do.
The Five Lightbulbs are like atoms: simple and small, but you can build anything with them.
Here is some additional reading to help you learn The Five Lightbulbs framework.
Finally, the best way to learn the Lightbulbs is by seeing them in action. Enter your details below to be sent out collection of Five Lightbulbs marketing inspiration. See examples in the wild.
Download our collection of 5 Lightbulb marketing examples
Get inspired with real-life examples of The Five Lightbulbs.
Includes websites, FB ads, emails, and more.