a single source, nothing corroborates it
Answer the reason they will not say out loud
The functional reason a buyer gives is rarely the whole story, and the social and emotional pressures underneath it are what actually move them. Write to those too. Bear in mind that plenty of buyers are simply worn out by deciding, so copy that demands more deliberation works against you.
The method
- 01
Look past the functional reason a buyer gives you to the social and emotional pressures they may not admit, and address those in your marketing.
- 02
Recognise that a lot of buyers are simply exhausted by choosing, and that marketing which forces more deliberation works against you.
What it returned
Bob's stated reason for a new mower is the old one burning oil and cutting unevenly; the unspoken reason is his neighbours' new electric mowers and their looks. Revlon's founder said the factory produced cosmetics while the shop sold hope.
Sources
- What is jobs to be done?Justin Jackson · justinjackson.ca · The "Jobs to be Done" framework explained: · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected