This document provides tips on validating new business ideas and proving product-market fit through online testing. It discusses developing customer personas and profiles to better understand target markets. Methods covered include leveraging early adopters, conducting culture summits and crucial conversations, and using Google Consumer Surveys to test ideas and messaging. The document also offers guidance on setting up landing pages, running targeted AdWords campaigns, and analyzing key performance indicators like conversion rates and bounce rates to evaluate success. The overall recommendation is to validate ideas and offers online through iterative testing before fully committing resources.

2. Market Validation Hacks
•1 Key Stat about Death
•Survey Says…
•Market Definition

3. Thesis
“Validate your idea and prove product/market
fit online because it’s fast and easy.”

4. Key Points Covered
Who I am and why I’m qualified to teach
Customer Profile & Online Targeting
Validating Ideas through Messaging
Iterate with Google Consumer Surveys
Offer Structure & Landing Pages
Live Test Conversion with AdWords
Measure KPI’s with Analytics

5. Who is Aaron
Author, Speaker, Owner, Father
•Started as a mortgage telemarketer, 2006.
•Direct Response agency executive
•3 other startups, one sold
•Went full time with my startup in 2012
•Philosophy: Knowledge is power.
•Motivation:
–Making ideas reality.
–Paying for college!

6. What is SearcherMagnet
•Direct Response NOT “Branding”
•A Lean Approach to Marketing

7. PART 1: Idea Validation
1. Definition of A Persona
2. Buyer Persona Example
3. Use of Persona
4. Developing a Profile
5. The Lean Startup Method
6. Leveraging Early Adopters
7. Culture Summit Example
8. Crucial Conversations

8. Definition of Persona
Q. What is a customer persona?
A. “fictional, generalized
representations of your ideal
customers”

9. The SearcherMagnet Buyer
•Business Owner, $500K-$10M Rev,
financial services, B2B or ecommerce
•Believes customer uses internet
•Demographics: 25-55 years old, single male

10. Use a Persona To...
•Develop marketing strategies such
as product packaging,
advertisements, business location
and pricing

11. Profile Development
•Use an online demographic tool like
Quantcast to research audience
data on websites

12. Profile Development
•Other demographic tools include
alexa.com and the Google Display
Planner
•Form hypothesis about your
customer and their online habits

13. Lean Startup Method
•Build, Measure, Learn
•Guy Kawasaki

14. Leveraging Early Adopters
•Have pain
•Willing to try anything
•Often are trying to solve themselves

15. Culture Summit Example
•Vision & Hypothesis
•Spoke to 10 Founders in Person
•What are your top 3 challenges? How are
you solving? Would you Buy? Why or Not?

16. Crucial Conversation
•Hypothesis was Wrong. Founders Too Busy
•New Decisionmaker - HR, Operations
•Linkedin Inmail - 25% Conversion rate!
•Asked, “Where can I find people like you?”
•Found a secret message board.

17. PART 2: Product/Market Fit
1. Google Consumer Surveys
2. Actual Example
3. Offer Structure
4. Landing Page Tools
5. AdWords Strategy
6. AdWords Execution
7. Analytics KPI’s
8. Measuring Success

18. Google Consumer Surveys
•Do after getting into the field
•Or if you lack access to decisionmaker
•As low as .10c per response with a $75
credit to sign up
•Don’t assume you know what your
customer wants!

19. Actual Example- AFKW
•Targeted job titles of Owner, Entrepreneur
•Screened for “Belief in Internet”
•Definitive answer on tagline and message

20. Offer Structure
•Common Types:
–Email (Weak)
–Lead or Survey (Good)
–Free Trial or Download (Good)
–Purchase (Best)

21. Landing Page Tips & Tools
•A “House” For your offer
•Tipping point of pre-sale info different for
every industry.
•Why not to use wordpress / Website Tonite
•Sales Copy #1 Important thing

22. Lean AdWords Strategy
•Why AdWords for this task
•Not ideal for B2B (limited volume)
•Budget, it’s easy to spend a lot of $$$
•Bids, it’s easy to overspend per click
•Watch out for low CTR

23. Lean AdWords Execution
•Pain Point based Keywords
•Ad Copywriting- "Simplicity is the ultimate
sophistication." – Leonardo Da Vinci
•Ignore bells and whistles like Retargeting,
In-App ads, Youtube, Display Network,
Shopping Feeds etc
•#1 Mistake: No conversion tracking on your
Landing Page.

24. Analytics KPI’s
•Bounce Rate & Time on Site - is traffic
“sticky”
•Conversion rate - over time and vs. organic,
social etc channels
•Conversion assists & lags - what influences
purchase and how long is buying cycle.

25. Q&A
Who is your Decision-maker?
How will you reach them?
How do you validate your offer?
And with what tools?

26. Special Offer Today Only
1. Pre-order A Few
Key Words for the
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2. Receive a complimentary
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Our viewers online can get the discount at
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8/27/2015, thereafter pay normal price