Learn The Five Lightbulbs in Five Minutes

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.

Let's Light the Path to Your Product

Ready to learn the Lightbulbs? Follow along by downloading the worksheet below.

Instructions:
1) Choose a product or product or service you want to run through the framework. I recommend choosing one with a promotion on the horizon.
2) Then, walk through the worksheet, using the illustrations and teachings on this page as a guide.

Let's get started!

The Five Lightbulbs Worksheet

Click here to download the PDF worksheet.

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, join our newsletter below and you'll get a daily email that goes deeper into each Lightbulb. See you there.

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You'll never look at marketing the same way once you see it through the lens of the 5 Lightbulbs.