Developing the Right Offers
After you've determined who your target audience is, the next step in your content marketing plan is to ensure that you are making the right offers.
The products and services that you are offering should be tailored to attract your primary customers.
Your primary customers are what matter most and now that you’ve spent the time to identify them, it is now time to give them what they want.
To understand the kinds of offers that are more likely to be successful in your market, you have to go back and take a look at your primary customers.
You must understand what they need, what their problems are, and their motivations in order to find the best offers to offer them.
There is a degree of trial and error involved when developing the best offers and it can take some time for the perfect offer to materialize.
You might come up with multiple offers that will serve your target audience.
To find the right offer you need to have a deep understanding of what matters most to your primary customers.
To pinpoint the most valuable thing to offer them, you have to have a deep understanding of your target audience.
Product development requires a lot of patience, whether you are developing a digital course, physical product, or consulting service.
One of the most important things that you can do for your business is developing the right products.
Your company is built on what you can offer your customers and simply throwing something together for the sake of having something to sell, is not the right way to grow your business.
This makes market validation a critical part of making the right offers for your target audience. Before you start designing your offering, it is essential to take the following key steps.
While you might already have a pretty good idea about the problems your customers are facing and the solutions they are looking for, you still need to listen to your customers in order to clarify your offer.
You can accomplish this in a number of different ways.
You can start by surveying them and asking questions that will help you quickly determine if your assumptions are right.
This will also help you decide whether they are using your product or service in the way you think they are and what it is doing for them.
To find out whether your beliefs about your customers are correct, you can ask them the following questions.
- Why did you choose to use the product or service?
- How are you using the product or service?
- What is the key problem that it solves for you?
- What are some secondary problems it solves for you?
- Has it made your life easier? How?
- What do you like best about it? Is there anything you would change?
- Did you consider other solutions? What made you choose our solution?
- Did you have any doubts or concerns? Did you have any questions that weren’t addressed?
- Is there anything else you think we should be doing?
If you're a new company and don't have a customer base yet, you can always talk to people that fit in your primary customer avatar and reframe the questions around a possible service or product that you are thinking about offering.
You always want to aim for simplicity.
If you are unable to explain what you are offering in two to three sentences, then it is too complicated and will not win the attention of your primary customers.
You need to be able to articulate the solution you are providing for their problem immediately.
The more complicated something seems, the less likely your customer is going to pay attention.
It is human nature to look for the path of least resistance.
Humans don't like dealing with things that require a lot of our attention, so err on the side of caution and give your customers simplicity.
Always be reviewing your offers.
It's inevitable that your market will change.
In order to stay afloat, you'll have to keep up with those changes.
One of the most damaging things you can do to your business is to adopt a “set and forget” mentality.
You must always remember that your work is not done the moment you settle on a product and your audience.
There are a number of things that can change what your target audience wants and needs, so it is imperative that you review your offers on a regular basis.
Small changes in your business can be as powerful as large ones.
You need to regularly take stock of your market and what you offer in order to identify these changes.
While it can be difficult to be objective about your business, listening to what your customers are saying is key to the health of your business.
Content Marketing Blueprint For Solopreneurs & Entrepreneurs
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