Recommended
More Related Content
What's hot
What's hot (17)
Similar to Selling Value to Different Customers
Similar to Selling Value to Different Customers (20)
More from Hien Lam
More from Hien Lam (6)
Recently uploaded
Recently uploaded (12)
Selling Value to Different Customers
- 1. Made with ❤ for A2 Prod Selling value to different markets
- 2. Crickets...
- 3. Why u no buy?
- 4. We’re Hien + Matt WHAT UP!!! 4
- 5. Let’s have some fun!
- 6. Pop quiz, hot shot!
- 7. Who are my target customers? 7
- 10. ““People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” - Theodore Levitt
- 11. What’s in it for me?
- 12. Features tell, benefits sell
- 13. Harder than it sounds
- 14. Batman or Uncle Rico?
- 15. Exercise: Potential Customers 15 1. Social Skills is a problem and you want to do something about it. But who are your potential customers? ● Introverts ● Men who want to get better with women ● Shy people ● Small talk haters ● Employees “move up the ladder” ● Job hunters
- 16. 1. Think about 2.What are some possible target customers? Exercise: 99 Problems, but a room ain’t one 16
- 18. Gone fishin’
- 19. Where do my customers hang out? 19
- 20. “PITA” Griffin
- 21. Pains Confidence▪ Confusing ▪ Audit risk ▪ Slow process ▪ Time-consuming ▪ No money Time saver Money maker Pain Themes
- 22. What type of people are they? 22
- 23. What are their pains and frustrations? 23
- 24. What are their hopes and dreams? 24
- 25. Social Skills Pains 25 ▪ “How do I stop being so shy?” ▪ “What do I do when I run out of things to say? The awkward pause is the worst coz I know it’s all downhill from there.” ▪ “Ugh I think I just let the girl of my dreams just walk out of my life without me even saying hi to her…”
- 26. Pick 2 possible target customers: 1. What are their burning pains? 2.What are the pain themes? Exercise: My Prediction? 26
- 27. Customer voice
- 28. Collaborate, Share, Store - Online We Make it Easy Case Study: Copy that sells
- 29. Winner, winner... End The Headache of Constantly Emailing Files & Appointment Requests Back-and-Forth Our business suite is the no-hassle way to quickly create a secure space for sharing files, calendar events, and more. The Only Business Collaboration Suite That Anticipates Your Every Move Customize your calendar, file folders, and to-do lists in ways that other business software can’t even dream to do. Eliminate Up to 99% of Your Paper Files Store files securely online. Access them easily. And collaborate in a single, private location.
- 30. Add value like a boss
- 32. You should NOT not PASA!!!
- 33. 1. Problem: Identify your customer’s pain point. 2. Agitate: Stir it up so it hurts to the point of discomfort. 3. Solve: Deliver a solution. 4. Action: Call to action. The 4 Parts of PASA
- 34. You know what doesn’t just fall into your lap? Your dream job. There’s nothing more frustrating, embarrassing, and an absolute waste of your time than applying for jobs that are perfect for you, but all you get are crickets after you submit your application and perfectly crafted cover letter. Who are these jobs going to anyways? What’s worse...the BEST jobs aren’t ever posted on job boards or Monster.com! So good luck finding them. It all kinda feels like these age old job hunting techniques are around just to keep you stuck in a rut, doesn’t it?. You weren’t put on this Earth to work a job you hate until the day you die. Our “Screw the Cubicle” workshop will show you how to take your career into your hands with a proven system to: ▪ Stand out from the sea of faceless applications ▪ Network like you’re the most interesting man in the world ▪ Crush interviews and negotiate like a boss Sign up to make your dream job come true! Example: Dream Job PASA
- 35. 1. Pick one of the problems 2.How can you agitate it? 3.What’s the solution? 4.What’s the action? Exercise: PASA 35
- 36. “Sell me this pen”
- 37. Dollar, dollar bills, y’all
- 39. For more, you can find us @thechillpillist or info@chillpill.io FIST BUMPS!!!
Editor's Notes
- MH Let’s give a quick round for everyone involved with organizing and running this Meetup. Angela, Brian, Michael, Mallory, and the people from Nutshell for the space. It takes a ton of time and effort to make this happen, so let’s show our appreciation. Thanks for having us talk tonight and it’s something we’re both fascinated with and encounter every day with our work - communicating value to different audiences We both believe in providing value and it’s hard to do that when you don’t know what your customers find important. What makes it harder is that you have a lot of different types of customers. So how do you communicate value that meets all of their needs? Tonight is all about getting in your customer's mind and pulling out the words that convert sales and get your customers to say “oh man, where has this been all my life?!” We won’t cover anything about product development or testing like A/B testing, ads, etc.
- MH We all know the typical stories of starting a business or creating a product. Someone has a gamechanger idea, immediately creates the thing, and then doesn’t know what to do with it? Why isn’t anyone buying it? What’s going on? Is there something wrong with my product, my sales copy, my marketing, my pricing, etc. etc. etc. And maybe rather than trying to figure out what the problem is, they look at all the variables, throw up their hands, and chalk it all up as a loss The “field of dream killer” approach to product and business - “if you build it, they’ll come.” This of course has never happened to anyone in this room, right?
- MH So we’re obviously preaching to the choir about how NOT to create a product or start a business. It’s widely known now that this the wrong approach, and there are tons of systems out there like Lean Startup to reduce risk and increase success. What we’ve done with our work is adapt principles across different systems that work and simplified them into our own framework. We don’t have time to cover every aspect of it let alone cover everything around capturing customer voice and writing for different customer segments. (Btw - this gif honestly doesn't really have anything to with this slide - just love it and needed some way to work it in)
- MH Us as Storytellers Before we go any further, it makes sense to talk a little bit about ourselves. Coz who doesn’t like talking about themselves. We run a personal development coaching business plus a design, branding, and marketing business Customer segmentation is vital to both of our businesses and the products/ services we sell. Marketing a dental office is different than marketing a BBQ joint. Even though the value is potentially the same for these markets, it needs to tailored to fit the right market. Because every customer type views value differently. So tonight we’ll show you some techniques we use to craft
- HL It's 7pm on a Tuesday - prime party time! No matter what business we run, having fun is a key ingredient, so let’s have fun tonight and kick up the jams with...
- HL Who doesn’t love a good quiz? The good news is there’s only 1 question and no bomb on a bus or anything, but it’s a hard question...
- HL So you may already know the answer to this question. Maybe you don’t. Maybe you have an idea. OR maybe your target market is too broad or too narrow. Extra credit: Think about your customer and how this may apply to your customer Again, this is a hard question but it’s the first one we have to ask ourselves if we want to figure out how we communicate value. Without an answer to this question, we won’t be able to achieve product/ market fit
- HL Marc Andreesen came up with this term and it’s one of the buzziest term in business. And the reason we bring this up is because without communicating value of your product, you have no market. As Marc Andreesen puts it: "How great can a product be if nobody wants it?" But if you can’t clearly articulate your market, it’s nearly impossible to communicate the value.
- HL And this lack of focus on the target customer is a huge issue we run into with our work. People think that craft the value proposition is the same as focusing on your target audience, but it’s actually still part of the Product. Before you can even create a value prop, you need to truly understand your customer and their needs. And this research will lead to that elusive product-market fit. We won’t lie - this is a time-consuming process. But all we’re doing is front-loading the work. It becomes way easier to write copy, set pricing, market, etc. when you know who your actual customers are. This is the part that separate good products from great products. Like Abe Lincoln said, “give me 6 hours to cut down a tree...” Just to reiterate - everything we talk about tonight stops at Value Prop. We’re not going to touch on anything about feature sets or UX.
- HL This quote by Theodore Levitt, legendary marketer from Harvard, captures the essence of understanding customer needs. The idea of selling benefit, not feature. Again, not earth shattering from those in the room. But it was quite eye-opening when we discovered this concept.
- HL This image is one of our favorite in terms of driving home the importance of selling benefits and not features. So if you’re having trouble selling your product or are trying to come up with ways to sell it, always think of Mario shooting fireballs from his hand instead of the flower. Another great example is to sell a good night’s sleep - not the mattress. People have little interest in purchasing a bed. What they want is a good night's sleep. If you sell features, then you won’t answer the question of “What’s in it for me?” As Seth Godin puts it, “My favorite person is me”
- MH As a part of product/ market fit, your product needs to add value One of the greatest examples of this is the the marketing for the ipod when it came out. While other mp3 players were selling the tech, Apple sold the benefit. 1,000 songs in your pocket? You could barely get 10 songs on a cd when this thing came out. Bass boost! Anti-skip! It sounds so simple but...
- MH But how do you answer the question of “what’s in it for me?” We think of it as going to the gym. You may be able to walk in and jump on a machine and know what you’re doing. OR…you could be like this guy Crafting value around benefits is harder than it sounds because not every customer is the same. Not everyone wants to shoot fireballs from their hands. Or some people already are getting a good night’s sleep. Or they don’t want 1,000 songs in their pocket. To say that every customer is the same and has the same needs for your product is naive. So you need a process to identify their needs and craft your message to address it. And that process starts with answering the question of “Who is my target market?”
- MH And you have to go beyond surface level. If you make cars, your customer is anyone who wants a car. Is your customer Batman or Uncle Rico? You have to answer this question because depending on your answer, you’ll have different needs to serve. For example: Batman’s car needs to shoot missiles and turn into a motorcycle. And it can only come in black. Is this your market? Or is it Uncle Rico? Uncle Rico, on the other hand, needs something to carry his video camera and tupperware Can you see a scenario where both Batman and Uncle Rico would want the same car? Both need a car, but once you get deeper than the surface, you’ll start to see different needs - one to fight crime and the other to relive his glory years Because of how important this is, we want to do a quick exercise with everyone...
- MH - Animation Who are some potential customers who are suffering from social skill issues? Note the language: Potential audiences. Not who you want to work with, but “Who would be interested in this?” Go beyond demographics, think about mindset This was a hypothetical scenario and we picked it because we doubt there’s anyone out there right now in the audience trying to address this, so we wanted you to get out of your comfort zone. Now let’s look at an actual company and figure out who their target audience is...
- MH Want everyone to break up into small groups and spend 5 minutes thinking about these 2 things. Then we’ll get back together and talk about it. We want to use airbnb because their customer base is huge Target customer: price, cheap place to stay, person that own properties, and the users, experiences, pet component, kitchen, cook for themselves, you’re getting a unique local experience, unique local experiences, lists property - well esablished, conference goers, location, timing,
- HL So now we’ve identified so potential customers. How do you find out what their Underserved Needs? To do that, we have to go fishing...
- HL To figure out needs, we have to immerse ourselves in the customer’s mind. It’s what in Design is known as Empathy Mapping. And the best way to do this is going to where the fish are. The best fishers know the best fishing holes. You can’t just cast your line into the water and hope you get a bite. Turn the ocean into a bucket. The key to fishing is finding the right fishing spot, so...
- HL Reddit, amazon reviews, youtube videos, Facebook, etc. But go deeper - which youtube channels, which Facebook pages? What about Google searches? Even if you already know your customers and you have an existing product, we’d recommend doing this exercise. Once you find out where your potential target customers hang out, you can start to discover their underserved needs. Which we like to call...
- HL Aka “pain in the ass” (in this case, pain in the knee) You may also hear this being called “burning pains” What is your market saying? This is the voice of the customer that you can use in your sales copy to sell your product. Let’s look at a real life example of Peters or burning pain
- HL Since it’s tax season, let’s talk about turbotax. (Also, side note, tax day is 4/18 so get your taxes in) So, if we think about TT’s customers, we can come up with some of their pains or underserved needs. We can then come up with themes for these needs. This helps us craft our copy and message. We’ll get to these more later TurboTax has solutions for each of these problems Wizard to guide you through your taxes so they’re less confusing Audit analyzer to see your risk Direct deposit, electronic submission to IRS Tax deduction calculators But again, these problems may not be problems every customer has. TurboTax has to craft their sales copy to each target customer type based on their need. So once you find the fishing holes, ask yourself these questions….
- MH Go beyond demographics because they don’t sell. For example, you don’t buy the Wall Street Journal because you’re 55, you’re male, you’ve got 2 kids and you bring in between $125 – $250K a year. There’s something more about the person who buys the WSJ that leads them to buy it. That’s what you’re trying to find. This also helps you set the tone for your copy as well (which is another talk we could give). Once you figure this out, ask yourself...
- MH What are they complaining about? What words are they using? Phrases? Key in on language that’s repeated over and over and over. There’s a reason why they’re using it. We were going to create a Better Sleep course (that we put on the backburner), and we went through this process. Were we to create the product, one of the comments we were going to use in our copy was “To wake up in the morning, I tie a 5-hour energy from the ceiling over my head and set System of a Down’s Chop Suey as my alarm. When the song goes off, I stand up and pound the 5-hour energy.” You hear that and you immediately can understand the pain this person goes through to wake in the morning Now you know what they’re suffering from, the last question you want to ask is...
- MH What do they want? Mr. 5-hour energy guy is hoping for a system that will get rid of his absurd hack. You’ll find people write things like “all I want is to wake up with energy and without having to hit the snooze button.” Another benefit of asking this question is you get to find out what solutions your customer is using today to achieve their goals. These are your competitors.
- MH To show what can come out of a deep dive into Fishing Holes and doing Empathy Maps, we did some quick research and went to some social anxiety fishing holes and found a couple of great nuggets. “How do I stop being so shy?” - imagine being someone who’s shy and seeing this across your screen in a Facebook ad. Wouldn’t you at least stop to look at it? “What do I do when I run out of things to say? I can’t stand the awkward pause coz it’s all downhill from there.” - another great example of the pain your potential customer is suffering through. And if your product is targeting people who can’t small talk, they’d read that and say “yes...that’s me!” I know coz that’s me. 3rd comment “Ugh” Raise your hand if at least one of these resonated with you? Each also is copy for 3 different customer segments: Shyness Small talk Smooth operators You read these and you think “...yeah, I know the feeling. That sucks.”
- MH Spend 10 minutes thinking about these 2 questions with your group. Then we’ll get back together and talk about it. [Just for our own reference] Potential pains: Accommodation while traveling Rooms not being used Variety of choices of rooms Cheaper price Transparency and review Meeting people, local culture
- HL Now that you’ve gone fishing, you’ve just created a customer voice swipe file. Do it in a spreadsheet, it doesn’t have to be fancy. All that time and effort was spent to capture the customer’s voice. To put in their own words what benefit they’re going to get from your product/ solution. Our job is to use real people’s words to express what they want, what they like, what they need. Our job is to empathize with our customers. And when we can do that, we’ll see marked improvements.
- HL To show the power of the customer voice, we want to go through a quick case study of how simply using the customer voice increased conversion for this client by 100% In this case, conversion = clicks from a landing page to a pricing page. So, here’s the original copy from the client. We took their name out. So that’s the baseline. We’re going to show 3 variations of of a headline and subtitles, and we want you to tell us which led to the increased conversion.
- HL So, here we go. Which one do you think increased conversion? As a matter of fact, 2 out of the 3 lost to the original copy. That’s just embarrassing. Alright, so the winner is….A! …. Just kidding! It’s C It’s simple to see why right? And the beauty is, the only Copy is the subheader. The headline was all customer voice that came from fishing.
- HL So at this point, you’ve identified your possible target customers with their burning needs...You’ve captured the Customer’s Voice. Time to add value like a boss and solve some problemos. This is where your product and MVPs come in. You’ll define your feature sets and UX, etc. Iterate... So now you have a product and you’re going to market it. How do we take the burning points and market them?
- HL Your differentiation and what you use in your sales copy and marketing for your target markets will be the performance benefit and delighter you focus on with your service or product that makes you different than your competitors. These are the things that you MVP and create under the Product part of the PMF triangle. And these things may be for different target niches - the person who wants high MPG may not be the one who gives a damn about wireless charging or a panoramic sunroof We’re not going to cover Feature Sets and UX, but we want to touch on Value Prop and how everything we’ve done so goes into it. So we’ve identified the value prop and the target customers who’d benefit most from it - now we need to write copy for them. Remember that swipe file we came up with earlier? Now it comes in handy. But you don’t want to just write. To express value to different customers, you want to use a proven copywriting formula known as...
- MH The formula we like to use is PASA (and we say PAHSA not PAYSA coz it just sounds classier). We took a copying writing formula known as PAS and added a missing one critical ingredient. So we remixed it like R.Kelly remixed Ignition to come up with PASA. There are other copywriting formulas out there like AIDA, SLAP, etc. but we’re fans of this formula because it’s simple to apply. And it works within the framework we’ve been through go through really well.
- MH A simple way to think about this is having an itch in the middle of your back that you just can’t scratch. You want to point that itch out using the research you did, and make the itch unbearable. Do this by calling attention to it. Use the burning points you found as your agitation. And just sell them the back scratcher using benefits language.
- MH - Read off slide We’re working on a dream job workshop for our subscribers and this is a quick draft of some copy. Wanted to share it so you can see PAS in action.
- MH Alright, one last group exercise: Suggestions Accommodation while traveling Rooms not being used Variety of choices of rooms Cheaper price Transparency and review Meeting people, local culture So conclude...
- HL If you’ve seen Wolf of Wall Street, you may be familiar with this theme that came up throughout the movie. And you may have even thought about your answer to the question - How would I sell this pen to Leo’s character? Or to anyone? They don’t really answer the question in the movie. But the answer is everything we’ve talked about today. Is understanding your audience. To get in their mind and figure out why they’d need a pen. It’s not things like, “This pen writes upside down in zero gravity.” Because that’s a feature. Not a benefit. And you can only figure out the benefits by understanding your customer. So rather than trying to sell the pen, ask Leo, “how long have you been in the market for a pen?” Armed with this info, you can tell him why he and the pen are a match made in heaven. If you can remember this, then...
- HL You’ll be happy and make it rain. Thanks everyone for having us, and thanks again to Angela, Brian, and Nutshell for hosting us.
- MH
- MH Did anyone try to apply this to a real product they’re working on tonight? We’d love to chat about how it went. Personalized web experience for a potential next topic