tailieunhanh - Convert - Designing Websites to Increase Traffic and Conversion Part 3

Bạn có thể thấy rằng các nhóm khác nhau đã được ở đây. Cả nam giới và nữ giới thực hiện vai trò khác nhau, tất cả đều có thể hưởng lợi từ sản phẩm của bạn. Điều gì thu hút họ không phải là bản thân sản phẩm, nhưng nó giúp họ giải quyết một nhu cầu. | RESEARCHING YOUR MARKETS I 39 You can see that several different groups are already here. Both males and females carrying out various roles could all benefit from your product. What attracts them is not the product itself but how it helps them solve a need. They get more meat for their family. They get to make weapons and cooking sticks with less effort which means they get more rest. They get a better quality of hide also with less work. And they get to improve their survival options in a conflict. These are all valuable benefits. NOTE Do the same exercise for your own products or services. Instead of looking at the tool describe how it solves a need or problem for the person who buys it. List as many problems as you can and state the solution to each problem. A great place to start looking for insight into the needs your products actually solve is just to ask your existing customers. People like to tell their own stories so ask them what their concerns priorities and needs were when they were looking at the market. Ask them what other benefits they have discovered. The answers to these questions may highlight new needs that you were not previously aware of. You can also ask your own sales and customer service people for their stories from the front line. Flip Products to Propositions People don t buy products they buy solutions to their needs. These needs may be functional enabling you to do something you could not do before time-saving money-saving or emotional such as the need to look good to belong or to feel secure . It is our needs that motivate us to buy. Each of your products may address multiple needs. However there is a gap between the needs and the product. You need to bridge that gap and connect each need with the solution you offer. What bridges the gap is a proposition. It is the way you present a solution to a prospect s need This is how this thing will give you what you need. Nobody buys a flint hand tool. They buy a how you can carve more meat in