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$20 vs $300 Hammers: What's the Difference?

$20 vs $300 Hammers: What's the Difference?

Essential Craftsman@essentialcraftsman
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$20 vs $300 Hammers: What's the Difference?

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Title$20 vs $300 Hammers: What's the Difference?Essential Craftsman
[music] >> That's a good hammer. That's an Estwing >> That's a good hammer. That's an Estwing >> That's a good hammer. That's an Estwing hammer. I've probably had that 20 years. hammer. I've probably had that 20 years. hammer. I've probably had that 20 years. It does a lot of work. It does a lot of work. It does a lot of work. But, But, But, there's a lot of hammers on the market there's a lot of hammers on the market there's a lot of hammers on the market these days. There's features and there's these days. There's features and there's these days. There's features and there's materials and there's what kind of materials and there's what kind of materials and there's what kind of handle and how heavy. I mean, there's a handle and how heavy. I mean, there's a handle and how heavy. I mean, there's a lot of things to think about when you're lot of things to think about when you're lot of things to think about when you're getting ready to lay down your cash, getting ready to lay down your cash, getting ready to lay down your cash, whether it's 20 bucks whether it's 20 bucks whether it's 20 bucks or $400 for a hammer. or $400 for a hammer. or $400 for a hammer. What do you need to know before you What do you need to know before you What do you need to know before you commit your money to the tool that's commit your money to the tool that's commit your money to the tool that's going to build some big portion of what going to build some big portion of what going to build some big portion of what you use to build your career? So, I've you use to build your career? So, I've you use to build your career? So, I've got this little collection of hammers in got this little collection of hammers in got this little collection of hammers in front of me here and we're going to front of me here and we're going to front of me here and we're going to break them down, handle type, break them down, handle type, break them down, handle type, characteristics of the head, and characteristics of the head, and characteristics of the head, and features. I mean, what do these things features. I mean, what do these things features. I mean, what do these things each bring to the party that the others each bring to the party that the others each bring to the party that the others are either are either are either competing with or not competing with. competing with or not competing with. competing with or not competing with. And then, we're going to further sort of And then, we're going to further sort of And then, we're going to further sort of break this down about wear and tear on break this down about wear and tear on break this down about wear and tear on your body, maintenance on the tool, and your body, maintenance on the tool, and your body, maintenance on the tool, and what you can do with any whiz-bang what you can do with any whiz-bang what you can do with any whiz-bang features that somebody saw fit to features that somebody saw fit to features that somebody saw fit to include. Maybe that's worthwhile.
  1. 01
    The Familiar Authority

    Open with a confident opinion about a familiar, trusted item. Repeat or reinforce the judgment to create a strong point of view.

    Original
    [music] >> That's a good hammer. That's an Estwing >> That's a good hammer. That's an Estwing >> That's a good hammer. That's an Estwing hammer. I've probably had that 20 years. hammer. I've probably had that 20 years. hammer. I've probably had that 20 years.
  2. 02
    The Choice Explosion

    Pivot from the trusted favorite to the wider market. Show that the audience now faces many options and variables.

    Original
    It does a lot of work. It does a lot of work. It does a lot of work. But, But, But, there's a lot of hammers on the market there's a lot of hammers on the market there's a lot of hammers on the market these days. There's features and there's these days. There's features and there's these days. There's features and there's materials and there's what kind of materials and there's what kind of materials and there's what kind of handle and how heavy. I mean, there's a handle and how heavy. I mean, there's a handle and how heavy. I mean,
  3. 03
    The Spending Stakes

    Make the decision feel important by connecting the purchase to a wide price range and to the viewerโ€™s long-term work.

    Original
    there's a lot of things to think about when you're lot of things to think about when you're lot of things to think about when you're getting ready to lay down your cash, getting ready to lay down your cash, getting ready to lay down your cash, whether it's 20 bucks whether it's 20 bucks whether it's 20 bucks or $400 for a hammer. or $400 for a hammer. or $400 for a hammer. What do you need to know before you What do you need to know before you What do you need to know before you commit your money to the tool that's commit your money to the tool that's commit your money to the tool that's going to build some big portion of what going to build some big portion of what going to build some big portion of what you use to build your career? So, I've you use to build your career? So, I've you use to build your career? So, I've
  4. 04
    The Comparison Promise

    Reveal the concrete material the creator will use to answer the buying question: a collection of competing examples.

    Original
    got this little collection of hammers in got this little collection of hammers in got this little collection of hammers in front of me here and we're going to front of me here and we're going to front of me here and we're going to break them down, handle type, break them down, handle type, break them down, handle type, characteristics of the head, and characteristics of the head, and characteristics of the head, and features. I mean, what do these things features. I mean, what do these things features. I mean, what do these things each bring to the party that the others each bring to the party that the others each bring to the party that the others are either are either are either competing with or not competing with. competing with or not competing with. competing with or not competing with.
  5. 05
    The Practical Payoff

    Expand the promise beyond basic specifications. Explain that the review will cover real-world costs, upkeep, and whether added features earn their place.

    Original
    And then, we're going to further sort of And then, we're going to further sort of And then, we're going to further sort of break this down about wear and tear on break this down about wear and tear on break this down about wear and tear on your body, maintenance on the tool, and your body, maintenance on the tool, and your body, maintenance on the tool, and what you can do with any whiz-bang what you can do with any whiz-bang what you can do with any whiz-bang features that somebody saw fit to features that somebody saw fit to features that somebody saw fit to include. Maybe that's worthwhile.

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