This episode focuses on creating audience segments. An audience segment is a portion of your prospects and customers segmented by how far along the sales process they have moved.
What is the One Big Problem?
You need to find 1 problem that you solve. Not multiple..just one. This helps your audience identify clearly what it is you do and how you can help.
The Google Search Technique
Use the Google Search Technique to validate your 1 big problem. Type in the phrase identifying the 1 big problem into Google and see what’s there. You should find articles and providers that solve the problem.
If there is content but no providers, that means there may be no market for this.
If there are providers but no content, that means there may be an opportunity for content marketing in this space.
Look through the content to find what element of the 1 big problem is really relevant for people.
The 5 Why’s
Once you identify what service you provide, ask yourself “why do you need that service?” Then answer the question and ask “why” again. Do that 5 times until you really uncover the true need.
For example, if you provide quality video production service for businesses, ask “why do you need quality video?”
Maybe you say, “because you need to be seen as a serious provider.” Why do you need to be serious?
To be seen as an expert. Continue this process and you’ll see that the real reason is that you want to make more money.
So you don’t help people create quality videos; you help them earn more money.
What is the One Big Result?
You need 1 big result – which becomes your unique selling proposition.
The 4 Big Reasons People Buy
People generally buy only for 1 of 4 reasons:
- Make money
- Save money
- Stay out of jail
- Have a better life
Your benefit needs to be one of these things.
The Benefit + Control Formula
You need a unique benefit. That means something your competitors can’t credibly repeat.
Whatever benefit you provide, you need to indicate a “control” that offsets that benefit. For example, if you make people money, you need to say you do it faster or easier or something that “controls” the fact that you make people money.
For example, “we save you 15% on food costs while customer satisfaction on food quality goes up by 20%.”
See how cost savings is offset by an increase in food quality? You would think that lower food costs would result in lower food quality. But by offsetting, it you create a unique selling proposition.
Also, make sure you use statistics – numbers. And make them exact. Putting numbers in your unique selling proposition will make it solid.
What are Audience Segments?
Audience segments are the psychological states your prospect goes through while deciding to buy from you.
The loiterer doesn’t know anything about your business but needs to hear your target market and unique selling proposition.
The looker has wants and preferences associated with your product or service, but hasn’t identified a need yet. They need to be shown what their life would be like with your product or service.
The shopper is comparing and contrasting. They have a need and are trying to determine whether you can fulfill it or not. They need facts and figures that show how your benefits will solve their problem.
The buyer wants to transact. They need to know how to process a sale. Don’t “hide the cash register” by making it difficult to know the “next step” to buy.
Continuing the Conversation
You can ask questions in our Facebook group: 7-Figures Plus. We’ll be discussing:
- What makes a solid unique selling proposition?
- How do the 5 Whys work in your business?
- What does a looker, shopper, and buyer look like in your business?
If you’re curious about the answers to those questions, join us on our Facebook group.