The value proposition is the most important point of any business. It is it that convinces the buyer to pay money for your product. In this part — how to identify customer segments and determine their needs.
What is a value proposition?
This is why a potential customer should buy from you. A brief «program» of business:
A value proposition describes the benefits that your products or services provide to the consumer. It can be decomposed into text on the landing page, a commercial offer for email mailing, an advertising booklet by points:
If the first point is more or less clear, the second begins with «trash and fumes», as in the joke «fat is fat».
Unfortunately, many business owners, having read about advanced techniques, write a piece of shit — if only it was «beautiful».
As a result, there are two extremes: advantages taken from the ceiling or «water».
An unsuccessful example of a value proposition in the title
Well, here’s how, pray tell, can you emphasize your status by 30%?
And here everything is simple — «High quality, inexpensive, fast»:
Do you think there is not enough of this «good» on the landing pages?
You can’t just make a value proposition without understanding what is important to the target audience.
The value proposition works in the client’s language. It’s like you’re joining the thoughts in his head. It is useless to speculate, you need to know exactly the wording of the target audience. To do this, we study the consumer «from and to».
Study and segmentation of the target audience.
Who is your client? We often hear the answer to this question: «men and women 25 — 45 years old.» That is, more than 2.5 billion inhabitants of the planet Earth. Just a cosmic sales market! However, targeting such an audience is like pointing a finger at the sky — you will not get there and you will lose your advertising budget.
The narrower the segment you make a value proposition for, the higher the conversion to the target action — calls, requests, orders.
It’s not a matter of geography, but the fact that each product has different motives, different selection criteria and the degree of readiness to purchase.
How to identify customer segments and determine their needs?
New products have their own system for assessing market capacity and audience composition, and this is a topic for a separate conversation, more based on hypotheses.
The easiest way of segmentation is the 5W technique, five questions. First of all, we are interested in segments by type of consumer. We will make a value proposition for them.
Then we write out tasks, problems, and questions for each group. But first we recommend making portraits of the characters. It makes it easier to understand the psychology that drives these people.
How to collect information?
Great advertisers often used the method of intelligence: they came to the store or office of the company, sat down in a secluded place and observed the behavior of customers. We listened to what questions they ask, how they view the goods, what details they pay attention to.
An alternative in online sales is recording calls, online chat sessions. You can set a task for managers, but ideally — spend at least 1 day on incoming calls. By yourself. Believe me, you will learn a lot of interesting things.
In complex B2B niches — go to 4-5 meetings with potential customers.
Leading questions to collect information:
The consumer’s card.
The received data is summarized in the Consumer’s Map:
1) The CA group.
2) Status — make a decision / influence decision-making.
3) Traffic sources, up to requests.
4) The task is the end result that customers are striving for. Not to fill the foundation, but to build a house. To buy concrete is an intermediate need.
5) Problems — what worries, what consumers are afraid of, what can interfere with the task.
6) What questions are most often asked.
7) What is not asked, but what is important — we use it to detach from competitors. In our case, this is a confirmation of the brand (a passport for concrete from the manufacturer) and the completeness of the volume in the concrete pump (for example, unscrupulous suppliers can pour 5.5 cubic meters instead of 6 cubic meters).
Most private traders do not realize this.
Requests from Yandex.Direct are our hypothesis of how users from each group can search for concrete. Just write down the high-frequency «keywords» that attract the most visitors and assign them to a particular segment.
That’s how, when you bring together information about the target audience, there is an understanding of what to «push» in the trade offer — advertisements, landing text, etc.
Resume.
Instead of the conclusion — the key thoughts of this part:
1) You can’t just take and make a value proposition without understanding what is important to the target audience.
2) The narrower the segment you make a value proposition for, the higher the conversion to the target action — calls, requests, orders.
3) When researching the tasks of consumers, it is necessary to take their place. What seems important to you may not matter to your customers.
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