GROWTH HACKING 101: How To Market Smarter, Be More Agile, And Grow Lightning Fast Without Spending Any Money Using State Of The Art Digital Marketing Tactics (E-Commerce, Online Marketing, Startups) by Peter Johansen

Author:Peter Johansen [Johansen, Peter]
Language: eng
Format: azw3, mobi, epub, pdf
Published: 2016-08-25T16:00:00+00:00

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Chapter 4

How To Create a Compelling Product Or Offer

As a growth hacker, your first job in applying growth hacking principles is to create a compelling product. This is crucial, because your product must promote itself. Whether the product takes the form of a blog, website, software product, or an online-hosted software solution service, the steps are the same.

Consumer Intelligence Is Crucial

To paraphrase the ancient Chinese general Sun Tzu: “Never fight a battle that you know you’re going to lose.” In other words, a little bit of advanced intelligence can go a long way. Don’t get so excited about your idea that you waste your hard-earned money coming up with a ‘hot’ concept only to market a product that nobody wants. I know that this sounds ridiculous, but it happens all the time.

Again, as I’ve mentioned previously, the old idea of “build it and it will come” simply doesn’t work. While it makes for a great plot line for an all-American baseball movie, it’s a lousy idea when it comes to business, especially an online business.

You need to pay attention to your target customers. Ask yourself the following questions: What do they really want? What problems are they trying to solve? How do my competitors answer my target audience’s needs?

Instead of creating a product and building a market around it, focus more on identifying an existing market with identifiable needs, and build a product around that market. There are several ways to do this.

Personally, I prefer blogging.

You create a blog to gather information. This blog simply features overview articles regarding a set of problems that your target customers have.

At this stage of the game, you really don’t have a clear idea about the parameters of the problem. You are simply trying to ask the right questions instead of fixating on a specific answer. Generally speaking, you just know that a particular audience group share certain issues and have certain needs.

Accordingly, you blog about those problems and you publicize your blog posts by reaching out to forums where your target audience hangs out. You can also post comments or reach out to other blogs that cater to the same target audience.

You can also go to Twitter, and find influential leaders who focus on your target audience.

There’s just so many ways on how you can slice and dice the customer intelligence problem. You can even try video comments section at YouTube. You can try Google plus communities, or Facebook groups or pages. What’s important is that you spread your blog’s content to online areas where your target audience is hanging out. Of course, these content sharing pages have links that direct you back to your blog.

It’s important that you have the right perspective about your blog. You should view your blog as a central frame of reference for feedback at this stage.

At this point in time, you’re just simply taking shots in the dark. You know that you want to solve a problem, but you don’t know which. Similarly, you don’t know the exact way on how to solve it.

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