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.