Mining Messages From Your Customers

Objective:

In this blog our objective would be to extract the foundation of your sales copy through surveys, polls, interviews, etc. Also, we will learn about the do’s and don’ts of conducting messaging-focused voice-of-customer interviews.

Crafting Surveys & Polls for your Visitors

To achieve a great sales narrative from your customers, think of the questions strategically! I have listed down the type of questions that one should ask that I have learned in the Conversion Optimization Course by CXL Institute

5 questions for visitors:

1. Which of these best describe you? You should know what type of awareness level you are talking to.
2. What do you currently use and then insert accomplish a product-related task or goal here. What do you currently use to solve x problem? While finding the solution, you will get to know what they are comparing your product to.
3. Anything you like, dislike or would like to change? Best way to get feedback. You will get to know about the pain points. You can use that in your sales copy.
4. What matters to you the most while selecting a product/ service. It is very important to know what they are looking for especially if they are comparing your product.
5. Anything holding them back (from doing the desired action)?

Questions for customers:

1. When did you realize you needed a product like, whatever your product is called? What was the trigger scenario that started you off on this road towards my product, to get you interested?
2. What one problem would you say that our product eliminates or lessens for you?
3. What one benefit would you say your product or service, you say you’ve gotten from your product or service and valued most from using it? What problem is your product solving?
4. Why did you choose our product?
5. What three adjectives would you use to describe our product? You will get to know what comes to your mind when they think of your product.

Defining the Invitation

Since you don’t have the email id’s of those who are visiting your website, you can have a pop up or modal on your website.

“We have five very short questions we would like to ask, would you mind answering them? And then you give them the call to action of sure, happy to help, or not interested.”

They will be targeted on your site but avoid triggering the poll immediately they land on your page to avoid pissing them off.

Crafting Effective Unique Value Propositions

A strong value proposition sets your company apart from the competition

Objectives:

• What is Value Proposition
• Learn how it changes as per the product
• Devise strong value proposition

Understanding Value Propositions

Your value proposition is an answer to the question: “Why should I buy from you and not your competitor?

A value proposition is NOT:

• How many years you’ve been in business
• Fuzzy or generic (satisfaction guaranteed, we care about our customers)
• Focused on your company

Creating Value Propositions

To get the best Value Proposition, just think about “What’s in it for me, why should they choose me?”

If you can stress test your value proposition with “so what” and prove it, over and over and over again, that you can actually get virtually anyone excited, about the promise that you’re giving them, then you are actually making a process.

You want to find that overlap, what can your product do that gives your customers what they want. That’s kind of your sweet spot but it doesn’t end there. Finally, once you get that overlap between what your product does and what your customers want, you want to figure out what’s uniquely desirable about your product.

If your product is new but you have competitors in the market, you need to tell people about your uniqueness but if your product is lesser known, then you need to really drive the problem, as to why would people need your product.

There are 4 elements that are the foundation of Value Proposition:

• Desire of customer, “what they really want” but to know this you’d have to do a proper SWOT analysis. What they desire consciously and unconsciously .

• Exclusivity- It is a unique implementation of your Value Proposition. Tell them about the awards, recognition, give complete information and a guarantee.
• Credibility — ‘I believe you’. Credibility gives your customers a compelling reason to trust you and believe in your claims.
• Clarity — Your value proposition should be distilled down into one compelling, easy-to-understand sentence. The easier your value proposition is to understand, the easier it will be to persuade customers.

Process:

1. Write down the product features
2. Pinpoint the unique features, things that are special about your product
3. List customers pain points
4. Desirable outcome from eliminating that pain
5. Look at the pain points then relate them with the features and rank them. Make sure that your value proposition is focusing on eliminating pains that really matter. The pains that matter most.

Now create a spreadsheet:

Column A: Put all the product features

Column B: Competitive landscape, whether your product is unique or not?

Column C: it’s where your team or your client will start to realize the disconnect between being future-focused and being customer experience-focused. Column C is where you write down the pain that is associated with not having this product feature.

Column D: rank your pain points. Like what are the pain points that customers experience that if they were eliminated, makes their life way better. Next will be the edition of these (out of 10).

Focus your value proposition on the desirable outcome.

While writing down the headline, it’s preferable to go with the positive outcome first and then test negative angles. Be Specific. Be unique. Be clear.