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Unformatted text preview: rvice? What alternative products and services are
Will they mitigate or reduce the pain themselves if you don’t help them? 3. What does your product or service do to minimize or mitigate their pain?
How does it solve the business pain?
What relief does it give them? For how long?
Does it improve efficiencies?
Does it help them better sustain their business?
Does it help them increase return on investment?
Does it help simplify their business?
Does it help them better serve their customers and increase customer satisfaction?
Does it help them better inspire and connect with their audiences and customers? 4. How can your product or service inspire and help them personally and
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Does it give them hope?
Does it help them have a better day?
Does it make their family more at peace?
Does it help them keep their job?
Does it help them live a longer life?
Does it improve their career opportunities? 5. How is your product or service positioned?
What are the replacement product or services to yours? This includes competition, alternative
products and do-it-yourself.
Why would they choose a do-it-yourself product? Is it time, money, lack of trust or all of the above?
Do they choose an alternative or do-it-yourself option because the pain isn’t bad enough to justify the
investment or time spent?
Where does your product or service sit in comparison to competition? Is it better? Worse? Why?
What value does your audience place on your product?
Why do they place value on your offering?
What are the complimentary products to yours? Who do they buy them and why? Who do they buy
them from? 6. How are you different?
How is your product or service differentiated?
Do they believe your story of differentiation?
Do they understand why you are different?
Why should they buy from you versus other options?
What market lead do you have regarding competition? How long until your competition catches up to
you? 7. What is your competition up to?
How is your audience engaging with your competition?
What is your competition doing that you aren’t?
Why are they doing such things different? Do they have a competitive differentiator because of this or
do you have the leg up. Remember, different isn’t always better. You may be on the right track.
What type of response are they receiving online and offline from your target audiences? Is it different
than how your audience is engaging with you?
Does your competition have a consistent tone, message and brand? If not, how can you enhance
yours to zoom faster?
Is your competition engaging in a way their audience expects them to? Casual when they’re
expecting professional or opposite?
What are the weaknesses to how your competition is engaging and leveraging social media that you
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This document was uploaded on 04/03/2014.
- Spring '13