2 builders who never spoke to each other

Ask buyers where they look, then buy that spot

Customer interviews should include where they go hunting when they need something like yours, because that answer is your media plan. Better still, build the campaign around the moment the need fires: one marketer intercepted people searching for a template, sent them to a post that taught the method with the template as the opt-in, then followed with a sequence. You are buying a moment, not a demographic.

The method

1. 01

   In customer interviews, ask where they go looking for products like yours, so you know which places are worth advertising in.

2. 02

   Build the campaign around a target moment: the place the buyer is already looking when the trigger fires.

What it returned

• Katelyn Bourgoin used Google Ads to intercept marketers-for-hire searching for a buyer persona template, sent them to a post about building a proto persona with an opt-in for a free template, then followed with an email sequence on using interviews to build personas.

Sources

• Katelyn Bourgoin's Trigger Technique Framework - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · Step 3: Plan, design, and run trigger tests · undated
• The roadmap to Product/Market Fit (PMF)… maybeJason Cohen · longform.asmartbear.com · 3. Customer Fit: Find the ideal customers first. · 2023-12-24