A step-by-step course on creating a selling Landing Page from scratch. Part 2: Hypotheses and Target Audience
In the last part, we examined what landing pages, traffic are and how these tools work. In a nutshell, let me remind you that a hypothesis is how you think why they will buy from you, the key phrase here is “You think”, the surrounding reality does not agree.
Hypotheses are very important. They define your product, marketing, development strategy and ideas for growth. So, we came up with a cool product or any business idea and begin to build a hypothesis. I have such product X (service, product, course ...) and Y will buy it (grandmothers, directors, janitors, motorists ...), since it perfectly solves the Q problem (cooking dumplings, car repair, gift delivery ...) because it is Z (better, faster, easier, cheaper, more convenient, more efficient ...). Let’s take a closer look.
What problem do you solve for people? (Q)
The first and most important thing is to solve the real problem of people. It’s not a personal hallucination of the brain that my product is very cool and everyone has such a problem, but a real problem. The best way is to find potential customers, offer them an initial idea and understand whether he needs it or not. If not, then look for other potential customers and ask again. If more than 100 people were interviewed and nobody needs it, then either it really is not necessary for anyone, or they are not looking there. This is a separate big topic for conversation.
Understand who you will sell (Y)
Who are your customers? Elderly grandmothers or loose macho? Moms with young children or directors? Do they have a lot of money or a little? Are there many or few? Just about this the second part of the article.
Decide what exactly you are selling? (X, Z) The
same problem can be solved in different ways. For example car repair. You can open a car service and attract customers to it. Or you can send a master to the client, and he will fix the car on the spot. The problem seems to be one, but the solution is different. People need to sell what they need and what solve their problems, without their fantasies.
It is important to be better than competitors. Faster, easier, more efficient, more beautiful. It is ideal, of course, to be better in everything and this is what you should strive for. But at the initial stage, it often turns out that you need to be at least somewhat better, and the same in other respects. Or just stand out and stand out.
Come up with how?
Consider the options for the advertising channels through which you will sell. These will be: social networks, contextual advertising, targeted advertising, teaser advertising, word of mouth, virial effects. There are hundreds of channels, they need to be tested and watched in each economy. Decide which business and sales models you will use. A good example is how to change the color market. One company sent 3 fresh beautiful roses for repost VKontakte or facebook posts absolutely free. It was only necessary to enter phone numbers in order to find out the address where to deliver and call the one to whom they were being delivered. They call you and offer to increase the number of roses to 10, 100, 1000 pieces. Approximately 30% agree. So you gain a huge base for repeat sales, pay for ads and free roses and earn. Given the huge margin on flowers.
Find out why and improve!
Launch traffic to your website, make the first sales, find out from customers why they buy, what they like and make them a better offer.
To conveniently and structured record information, it is best to use smart cards or MindMap. They build the correct picture in the head, and they organize the information in a visual form well. Try it and immediately feel the pros. You can use services or write on a piece of paper.
You can create a map for free on a service from Google>
- Click Sign Up
- Register or log in to your account
- Click Create
We open the beginning of the practical part of the course. All that needs to be done is highlighted in green. Completing the tasks will give a real result by the end of the course.
What to do:
- We write in MindMap the question “What kind of client problem do you solve?”
- We paint 3 answer options for your niche.
Get something like this:
Determine the target audience (CA)
Texts are boring, this is not a super interesting part of the process, but it is it that gives the very result, thanks to which there are sales through a one-page page. Want a result, write texts, many texts! Write yourself, because not a single copywriter will help you, because he does not know your customers. The result will be better with each new line. So we are arranged that we perceive information through text. A simple change in the title on the site can multiply the conversion by 2 to 3 times. How? About it in the following parts.
Who needs a target audience?
Target audience is a collective image of various groups of your potential buyers. He is often called a character, avatar, type of target audience, and much more. Further everywhere we will call "avatar".
Why should we research the target audience, and better to know it perfectly? If we know Central Asia, their language, their values, their desires, their motivation, their problems. How they think and what they think. Then we can speak the same language with them, and therefore we will understand each other.
Understanding CA = Great Offer = Big Sales.
You can put pressure on the desired values and keys, offer the product in the form in which they need it, and they will buy it. And not to reinvent the wheel and do blindly, as we want, trying to get a finger into the sky.
Often a business does not hear the problems of people that it “wants” to solve. Hence the lack of sales. People have a lot of problems and needs. On the decision and satisfaction of which they want to spend money. You just need to be near, stand out a bit and push a person to buy.
Because even if you have a completely new and high-quality product, but nobody needs it, no one will buy it. You open your own business, but that’s why customers just don’t get in line and don’t take their money to you. “Look, Vasya Pupkin sells knitted socks, quickly turn on the neighbors.” Sometimes you need to explain what problem the product solves, why it is needed, how it can make life better.
Selling everything to everyone has long ceased to work. Segment into narrow groups of clients, say specifically what you can do. Tell us what a great specialist you are in one area. Position yourself closer to the client. Create narrow niches to solve one problem. This will make you look professional in your business, and this will increase confidence and P Odagiu.
Imagine you need a wedding photographer. Who will you go to? To a single photographer, in whose portfolio there are 100 weddings and he is professionally engaged only in wedding photography for 10 years. Or to a photographer who provides all kinds of photo services with the same experience. Examples: Bad when everywhere, everything for everyone. - Interior design. - Trainings for business. - Photography to order. Good - Interior design apartments in Moscow premium. - Training to increase sales by 2 times for owners of online stores. - Studio photography of a portfolio for models in St. Petersburg.
What to do:
- Write a niche narrowly and specifically 3 options.
- Add to smart card (MindMap)
There are two options to understand customers:
- If you already have customers, then see who your customers are and ask them the right questions. I think you yourself know what to ask. But I will tell about them further.
- If there are no clients yet, then we use the technology of creating avatars.
About the target audience as a whole
You need to accurately represent in your head, but it is better to know in the face of your customers.
Age. We sell to youth or to pensioners?
Floor. Is the product made for women only? Or for men?
Social and economic situation. The teacher thinks differently than the principal, and the thinking of an office worker is different from a taxi driver.
Education. Real education and erudition, and not a diploma piece of paper, which now means little.
Type of thinking. People come from a traditional way of thinking, but there are rebels, geniuses, socially unadapted, introverts and extroverts who think specifically and theoretically, focus on the process or the result, strategists and tactics, physicists and lyrics, finally.
Religion.If you are going to sell pork in the Jewish quarter, this is probably not the best idea.
Habits. Smoke or not? Owls or larks? Alone or in a relationship?
Any other that is significant in this case.
Technology for creating avatars. We determine their distinctive features
You need to understand very well. Who are your customers and what do they want. How they choose a product in your niche. Why do they choose you. Always try to get back on the client's site and ask yourself the question: "Who am I?" . So you can at the first stage, at least roughly understand for what reasons and motives they buy, what criteria and properties they pay attention to. So you will understand what texts to write and accordingly how to sell. Of course it’s easier when you already have customers and you can just ask them. It is always better to ask others, this is more real information. In any case, it will be a logical step to better understand and sell better.
Focus groups, customer surveys, and all kinds of other polls, that's cool. This is better than nothing. But treat them with caution, as they do not provide real information. Yes, they certainly help to find out about what customers want, but not what will actually happen.
There is a huge difference between a person who would like to buy and bought. As long as a person does not give real money for your product, he can tell a lot. This is how to compare a monkey and a human. It seems to be similar from the outside, but the brains are different.
Your business has several avatars. They may be similar, or they can radically differ. It is important to understand that different avatars have different needs, problems, tasks, goals and motivation. Therefore, each avatar needs to present information accordingly.
If there is no opportunity to ask, then the main task is to think about who can buy your product at all, who needs it, whose problems it can solve. Find as many of these avatars as possible.
Suppose we want to sell cars, so our avatars, for example, can be:
- Family - take the child to kindergarten, his wife to work, on weekends to go to Mega or to the country.
- Top manager - a status car with a price tag of $ 100,000.
- Taxi driver - a car is a tool for the delivery of customers from point A to point B.
Or for example, you are busy with doors, then avatars can be like this:
- Families doing now or planning repairs.
- Designers of apartments and cottages who can install doors from your catalog into projects.
- Companies participating in tenders for interior decoration of buildings.
There are sometimes dozens of such types, sometimes units, it all depends on the business niche.
What to do:
- Write 5 different avatars for your niche. (Who am I, your client?)
- Add to smart card
In the next article I will tell you how to identify the needs of customers and determine their values and benefits.
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