The effects of marketing will drive a wedge between your product and your competitor’s in a customer’s mind.
But what factors can you utilize that will equate to creating this effect?
Well, how about examining it this way—people, like me, purchase this X-product because of Y-reason. Now factor in your product or service as X in the equation.
Let’s also think of the opposite too, where people, like me, would never purchase XX’s (your competitor’s) product because of YY (or perhaps it can’t meet their Y need).
Solving for X + Y will become the equation that answers what your messaging should focus on for your various and key buyer personas.
You find the solution to the problem, especially, when you examine interviews and data from your target customers.
Action: Find and talk to a small sample of buyers that can help solve your X and Y. In addition to learning why people will and do buy from you, take the time to also get to know why people won’t buy from you.
(It all adds up)
Thoughts written by Peter Stevenson.
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