Act 4: Your Market
Your market holds the key to your success; but you must know them to win them over.
Dig out the Market Cards. Complete one for each kind of customer you can think of. For each of them answer these questions:
I am a…
Your project will…
So I can…
So I am a young mum
Your project will free up my time
So I can get more done in my day
Or
I am a marketing executive
Your project will win me more business
So I can reach my sales targets
The “your project will” line should reveal the benefits that it bring
“So I can…” should be about how those benefits impacts their lives in a positive way.
Remember to broaden your idea of who you customers might be:
- Who regularly buys your product?
- What about people buying this for their families?
- What if you targeted it at 70 year olds?
As you’re writing their needs, look back at the Facts Cards in case you’ve missed any you need to add.
And keep thinking back to your Targets Cards to check you’ve got them right. Do they need tweaking? Or focusing them even sharper?
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