The "Which One Is Worst?" Idea That Helped Me Narrow Down 32 Benefits to One

Today's thumbnail features
Taka walking along a path
in a field of canola flowers🌼

In the previous article,
I imagined the target's 24 hours
and managed to
list out
32 benefits.

When I learned that
the next step was to "narrow it down to just one,"
my progress
came to a halt.

Even looking at the list of 32,
I hated the idea of discarding any of them,
and I just couldn't decide on one.

However, the moment I
flipped the question,
I was able to narrow them down
from five to one with ease.

Stuck on the 32 items with the thought, "I want to keep them all"

Every benefit listed on the paper
seemed like it would
resonate with someone.

• Being able to use
  free time for research

• The system keeps working
  even while I sleep

• Being freed from the exhaustion of attracting customers

• Becoming someone others rely on

As I looked down the list,
I kept muttering to myself,
"I definitely want to convey this,"
"I don't want to throw this away either."

If I narrow it down to one,
the other 29
won't reach the reader.
Won't the range of people
it resonates with become too narrow?

That anxiety
kept spinning
around in my head.

First, I managed to narrow it down to five by grouping similar ones

From there,
what worked
was grouping them by category method.

When looking at the 32 items,
there are several
with similar themes.
Time-saving types,
sales-stabilizing types,
peace-of-mind-while-sleeping types,
skill-deepening types.

I bundled similar ones together
and kept one representative for each.
Using this method,
I was able to narrow them down from 32 to 5
surprisingly calmly.

If you aim for one right away,
your decision-making stops.
First, group them by category
and reduce them to five.
Taking it in stages was the trick.

I was completely stuck going from five to one

The problem was the next step.

When I lined up the remaining five,
they all looked good.

• You can dedicate your free time to research

• You can focus on your students

• You can spend time
  refining your product

• You can maintain sales
  even if you post less frequently

• You become someone your peers rely on

Even when I asked myself
"Which one is the best?"
while looking at these five,
I couldn't decide on a number one.

They all seemed to have their own merits
from different angles,
and I was going in circles.

Even after staring at them for 30 minutes,
nothing moved forward.

I flipped the question to "Which is the worst?"

At this point,
I decided to
turn the question around.

Searching for the best is
abstract and difficult,
but for the worst,
the reasons are easier to put into words.

I eliminated them
one by one through a process of elimination.

1. The first one I dropped was
   "You become someone your peers rely on"
   because it was misaligned with
   what the target audience wants most,
   and it was too focused on others.

2. The next one I dropped was
   "Maintain sales even if you post less frequently."
   This is a result and
   not a fundamental desire.

3. The one after that was
   "You can spend time refining your product."
   This was also a result-oriented benefit.

4. The final showdown between the last two:
   "You can focus on your students" vs
   "You can dedicate your free time
   to research."

"Focusing on students" is
an extension of the teaching role.
"Dedicating time to research"
connects directly to the core desire of the target audience:
to deepen their own field.

When I thought about which one was the worst,
"Focus on students"
was the first to disappear.

The one that remained was
"Being able to dedicate free time to
research in my own field of expertise."

By the way, for the place to put the remaining one
on my landing page,
I use Systeme.io, and the entire process of building the system is

explained in my Udemy course (free coupon available until 4/30)indetail.

3 Reasons Why "Which is the Worst?" Was Effective

Looking back on it later,
there were reasons why this question
was effective.

1. Reasons for being "the worst" are easy to put into words

When choosing "the best,"
the criteria are abstract.
You struggle with whether it will resonate or not.

When choosing "the worst,"
it's too focused on others. It's too result-oriented. It doesn't reach the target's temperament.
You can judge it by these
concrete flawsinstead.

2. Desire-based benefits remain over result-based ones

When you eliminate them by process of elimination,
result-based benefits
disappear first.
Sales increase. Time opens up.

What remains are
words that connect directly to the target's values and temperament.
Things closer to motives than results
resonate more deeply.

3. Narrowing it down to one doesn't mean the others disappear

When you narrow it down to one,
it feels like the other 29 are wasted,
but that is actually not the case.

Once the lead role is decided,
the rest can be used in other parts of the landing page
as reasons or evidence
to support the lead role.

By narrowing it down,
the benefits don't disappear;
their roles simply
divide into lead and supporting roles.

Once I narrowed it down to one, I could see where the other benefits belonged

The one that ultimately remained,
"Being able to dedicate free time to
research in my own field of expertise,"
connects directly to the

desire to deepen one's fieldthat the targetholds at their core.

This person is
a "person who wants to deepen their research"
before they are a "teacher."
If their research deepens,
the quality of their teaching improves,
and the quality of their product improves as well.

In other words, this one benefit was
the starting point for everything.

When I reviewed the remaining 29,
"This is a result of the lead role"
"This is a byproduct of the lead role"
"This is supporting material for peace of mind"
and in that way,
I could see where they belonged.

This is a structure I couldn't see
when I was frozen
in front of 32 items.

If you get stuck after narrowing it down to five, try reversing the question.

You've listed out
the benefits of your product
and managed to narrow them down to about five,
but you can't decide on just one.

When you encounter a situation like that,
put away the "Which is the best?" question
for a moment
"Which is the worst?"
and try swapping the question to that!

The process of elimination
makes it easier to put your criteria into words,
and your hesitation will start to move.

And even if you narrow it down to one,
the other benefits won't disappear.
Once the lead role stands out,
the rest will properly come to life
as supporting roles within your landing page.

Systeme.iowith
While shaping your own system,
let's also work together
on the task of narrowing down
your benefits to one.

🎁 My Udemy course is now available!

This is a practical course packed
with the entire process of building an "automated sales system" from scratch.
If you're interested, please take a look.

If you have taken the course,
I would be happy if you could leave
a high rating and a kind review 🙏

👇 Course details and how to enroll are here

👨‍💻 Click here if you're wondering who Taka is

👇 Recommended articles