The Value Mix: Create Meaningful Products and Services for Your Audience by Guerric de Ternay

Author:Guerric de Ternay
Language: eng
Format: epub
Publisher: Guerric de Ternay
Published: 2019-01-10T00:00:00+00:00

It’s always a “logical” concern

The concerns of your audience come from the potential negative consequences that they want to avoid when they buy and use your proposition.

- I ordered this new flavoured tea, but I don’t like the taste.

- I bought these shoes online, but they don’t fit me.

- I subscribed to a fashion magazine, but the content isn’t as good as I expected.

- I signed up to a CRM tool, but there are lots of hidden costs.

These are all “logical” stories that your potential customers are telling themselves. Some may be objective, others may be more subjective.

I put logical in quotation marks to emphasise the following point: these stories are logical to them. You may think: “It’s crazy to worry about this”. But what matters is what’s in their minds, not what’s in yours.

Anticipating concerns when you create your proposition makes it easier to sell it later. It’s about designing the customer experience to answer the questions from the voice that is in the head of your audience.

You want your proposition to reassure them that they are making the right decision.

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