Set stuff free.

Headline expressing the benefits of the service in a simple, positive way (see chapter 6 on headlines and ‘Stay positive’ in chapter 11).

Share stuff locally with people who love what you love.

Using the principles of liking and consistency to evoke a local community built on shared principles (see ‘Liking’ and ‘Consistency’ in chapter 13).

Matching the reader’s language: ‘stuff’ rather than ‘items’ or ‘possessions’ (see ‘Use the same words the reader uses’ in chapter 11).

Save by borrowing what you need. Earn by lending what you don’t.

Drawing three parallel contrasts: ‘save’/’earn’ ‘borrow’/’lend’ and ‘need/don’t need’ to encapsulate the benefits of the service (see ‘Draw a contrast’ in chapter 9).

Using verbs rather than nouns or adjectives (see ‘Easy on the description, extra verbs’ in chapter 12).

Save money

Borrow instead of buying and you only pay for what you use, not what you own. It might even be free!

Using commands and benefits in headlines to engage the reader (chapter 6).

Contrasting buying and borrowing to highlight savings (see ‘Draw a contrast’ in chapter 9).

Setting up a choice between two specific things (borrowing and buying) to make one look better than the other (see ‘Distinction bias’ in chapter 14).

Make connections

Link up with nearby friends and neighbors and help each other out.

Moving on to subsidiary benefits later in the copy (see ‘Family tree’ in chapter 7).

Explaining an intangible benefit of community (see ‘Tangible and intangible benefits’ in chapter 3).

De-clutter

Borrowing stuff instead of owning it means a tidier home, smaller storage needs, and a simpler life.

Re-expressing a negative (de-clutter) in positive terms (tidier, smaller, simpler) (see ‘Stay positive’ in chapter 11).

Earn money

Make handy extra cash from stuff you’re not using right now. You decide how much to charge.

Using the endowment effect to encourage readers to get value from their unused stuff instead of just throwing it away (see ‘The endowment effect’ in chapter 14).

Overcoming a possible objection (‘is it worth it?’) by explaining that users can set their own rental fees (see ‘Overcoming objections’ in chapter 13).

Free to explore

Use Funsha to discover new interests without big purchases. Camping, surfing, photography… it’s up to you.

Pointing out a subsidiary benefit that the reader may not have realised (see ‘Family tree’ in chapter 7).

Empathising with younger users who want to try new things but may not have enough cash (see ‘What does your reader want?’ in chapter 4).

Providing three strong suggestions rather than a longer but weaker list (see ‘The magic of three’ in chapter 7).

Live green

The less stuff we buy, and the more use we get out of it, the better it is for the environment.

Drawing a contrast (‘less’ versus ‘more’) to highlight a subsidiary benefit (see ‘Draw a contrast’ in chapter 9).

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Simple, direct call to action that includes a benefit: no cost (chapter 8).

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