1
The effects of marketing will drive a wedge between your product and your competitor’s in a customer’s mind.
2
But what factors can you utilize that will equate to creating this effect?
3
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.
4
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).
5
Solving for X + Y will become the equation that answers what your messaging should focus on for your various and key buyer personas.
6
You find the solution to the problem, especially, when you examine interviews and data from your target customers.
7
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.
8
(It all adds up)
Extras
