Who is your dream buyer? - 2022

The Ideal Clients Personas ( ICPs ) are old school. Roles, locations, gender, etc can no longer cut through the noise to your customers.

Harvard Marketing Professor Theodore Levitt simplified it this way;

“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” 

When we turn our attention to the hole, the customers want to be drilled, we begin to ask ourselves a set of different questions;

1. Why is our customer trying to drill a hole in the first place?

2. How does our customer define a successfully drilled hole? 

3. What other products – beyond drills – might our customer use to create this hole?

4. How has our customer drilled a hole before?

Out with ICPs, in with JTBD.

JTBD stands for Job-to-be-done persona.

The model proposes that customers don't have your SaaS product features or even its benefits but instead, the customer hires your product to accomplish a specific job in a particular situation.

JTBD is better than most traditional buyer personas, as it helps you put customers first in your messaging through tapping into their natural tendencies of self-prioritization effect scientifically known as Narcissus Effect.

Here are the key concepts for JTBD.

1. A primary job, as well as related jobs.
2. Circumstances. 
3. Desired job outcome(s). 
4. Success metrics. 
5. The switch. 

You can deep-dive into this new model with an Intercom case study by Copyhackers.

Brand Strategy

Map out your Buyer touch point with The Clock Model.

Three phrases of the Clock Model for mapping out how to build a brand to your ideal customers.

• Pre-purchase
• Purchase
• Post-purchase

1- 4 of the Clock is Pre-purchase. Let's cover that in this Newsletter then the following in the next ones.

After crafting your buyer persona using the JTBD model, you will realize, some don't even realize your product exists. They are Product Unware.

The most common way to get to them and educate them about your brand is Paid Media. However, the cost of CPC is constantly rising as we covered in the recent SaaS Start-ups' Lab Newsletter.

Here are cheaper ways to create brand awareness in the Pre-purchase stage;

• PR
• Events ( Webinars )
• Social Media ( Content )
• Sponsorships ( more like partnering related brands )

Content Strategy

How you should do a Content Audit?

Brian Dean saw a 33.88% increase in traffic on his blog Backlinko when he performed a Content Audit.

Here are the reasons your Website needs content audit in 2022;

• Helping you find underperforming content
• Improving content
• Applying lessons learned to future content
• Evaluating your top authors

Here are the steps to doing Content Audit right;

Step #1: Delete or Redirect Low-Performing Pages

Step #2: Evaluate Content Based On Traffic

Step #3: Look at Backlinks

Step #4: Improve and Relaunch

Step #5: Double Down on High-Converting Content

Step #6: Document Key Takeaways

I bet you already have your 2022 goals written in a new diary. Do the same for your SaaS Start-up' blog. More traffic means more eyeballs on your products. That converts into revenue.

Write SaaS Copy

" From when I sit your copy has too many mistakes"

Ask any Conversion Copywriter you know, writing great copy more about what not to do over the golden principles of writing.

In fact, great copy emerges from editing. Removing jargon words, making the headline strong, cutting sentences short, and more.

Here are the 10 copywriting mistakes to avoid;

1. Long-sentences
2. Complicated words and jargons
3. Writing in Passive voice
4. Weak headlines
5. No defined outcome or goal
6. Emphasizing on features
7. No social proof
8. Not speaking the audience's language
9. Misaligned motivation
10. Generic wording.

Book of the Day

The Halo Strategy for your dream buyers.

I had to get myself a copy of Sell Like Crazy. Sabri Suby is a marketing genius having generated over $1.3bn in sales for his clients through King Kong Agency.

Let's talk about The Halo Strategy in this book.

' Who is the dream buyer for you? ' Sabri says you need to understand your customers on a granular level.

The strategy is seto help you do your research on another level;

-What are people commenting on Youtube about your products in your industry?

-What are the top 25 books reviews saying on Amazon?

-What are people talking about the space in their subreddits?

-What are the concerns people are searching for about related products or features?

The list goes on, then you put all these research in a systematic way analysing the frequently asked questions.

Then you go craft a great copy with compelling offer to come position yourself in that market addressing the specific questions in the space.

Create your ideal AVATAR this 2022 and nail your revenue targets.

Learn & Grow

Okerosi Davis