How To Write A One Page Strategy: EARGO Example

Let me demonstrate how to write a strategy with an example from EARGO.

I’m going to show you how to use the Strategy On A Page model. 

A great strategy is all about reduction. A strategy should always be able to fit on one page, that is why the strategy on a page formula works so well. 

Let’s show it in action with this great strategy from the hearing aid brand: Eargo. 

To set the context, the business problem for Eargo wants to convert the 22 million Americans who are hard of hearing but refuse to get a hearing aid

The business goal was that to increase the sales of Eargo amongst the hard of hearing

Now let’s look at the spot that they created. 

Looking at the spot we can see that the consumer problem was that older men don’t think they have a viable option forcing them to withdraw socially

The insight is that hearing aids make people feel like they're aging but not as fast as social isolation ages you. 

That left Eargo with a simple message let the hard of hearing know that Eargo allows your personality to be part of every conversation. 

Creating the consumer goal of letting the people start being social again.

This is just an illustrative example for the purpose of showing you how to write a strategy on a page, I didn’t work on the campaign. 

For more strategy tools and resources sign up to my weekly newsletter Strategy Finishing School.