Exercises for this chapter:

  • Identify the gateways that someone has to pass through before they become a customer. What’s the one thing that everyone has to do before they buy what you sell?
  • Learn how your customers evaluate your product. What are they comparing you against?
  • List out the main objections you hear from potential customers: it’s too expensive, I’ll buy when I get around to it, etc. What are you going to change in your marketing messages to address these head-on?
  • Plan how you are going to get those messages out. Get creative, don’t just think about digital and social.

David says:

Helping customers to evaluate what you sell is the step I most often see missing in companies’ marketing plans.

We focus on visibility, but if you’ve got a really good strategy to pull potential customers through evaluation, then you will improve your customer acquisition rate massively.