Ben Gutmann
speaker
194 appearances
1 recordings
1 series
first heard Nov 2025
last heard 15 Nov
Ben Gutmann’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 1 in all, peaking in Nov 2025 with 1.
Appearances
This email could be a few bullets instead of one giant chunk of text.
So first putting the mindset on that it's not about the length that we're talking about, it's about the friction.
Oh, absolutely.
Absolutely.
So the first piece, really, once you kind of understand the mindset of that we're optimizing for ease, not for brevity, is to look at, I've identified five different principles to these simple messages.
The first one is beneficial, which is what does it matter to the receiver?
And I spent 10 years running a marketing agency.
If you've ever worked in marketing, if you've ever worked in sales, the first thing that you're going to learn is that people don't buy features, they buy benefits.
We don't want the thing, we want what the thing does for us.
And if you look at also all the science about how we remember things and how we perceive things, it all lines up in that same direction too.
We care about lots of things, but we care about the things that matter to us, really.
Everything else kind of goes in and out.
And so, what's an example of a feature versus benefit?
Well, let's look at toothpaste, for example.
Toothpaste might have a mint flavor to it.
Okay, that's nice, but we don't really want a toothpaste, we don't really want mint flavor.
What we want is, well, so what?
We ask ourselves that.
We say, well, mint flavor means that we have fresh breath.
Okay, that's great.
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