Startup: An Insider's Guide to Launching and Running a Business by Kevin Ready

Author:Kevin Ready
Language: eng
Format: epub, pdf
Publisher: Apress®
Published: 2011-12-20T16:00:00+00:00

Figure 3-3. This graph represents the underlying flow of customers responding to messaging and their understanding of a business.

For some businesses, this cycle is very fast. Going back to the pizza restaurant at the airport is an example. People are hungry and don’t know who you are at all until they see your sign. They know your name, see your menu, and see the pizza slices behind the counter. They know the details and feel the benefit (hungry, must eat, yum, looks good). So they buy.

Imagine how similar the same life cycle is for a car purchase. How about a home purchase? Now, how about your product or service? Run through the scenario of how your customers move through this pathway from ignorance to repeat customer. Look for the details; understand the gaps that might be there in the way you are trying to sell.

You must know the contours and details of this cycle inside and out. Know it, observe it, tweak it, own it. Why not put this book down right now and figure out how your different customers move through this pattern in your business? This is one of the most important exercises you will ever do to ensure the success of your business.

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