Power Up in Brief: boost engagement and drive results.

Hi 👋

Have you ever visited a website, only to leave with more questions than answers about what the product can actually do for you? This common frustration highlights a crucial gap in many marketing strategies. 

But what if there was a way to bridge this gap, to clearly communicate the value of your product to potential customers?

Enter the "Jobs to Be Done" (JTBD) framework, an approach we love and live by at the Scale Up. By focusing on the specific "jobs" a product is hired to do by customers, you can craft marketing messages that resonate deeply with their target audience. It’s about understanding and communicating the benefits your product offers, turning features into relatable solutions. 

⚡Use the jobs to be done outcome statement structure to start 

This is a simple and effective way to figure out and communicate your JTBD, framing your value proposition in terms of real-life outcomes rather than mere features. 

⚡Let’s see this framework in action 

Mailchimps landing page effectively employs the JTBD framework by directly addressing the core needs of its audience: turning email campaigns into significant revenue streams (“turn emails into revenue”) and grow their customer base (“Win new customers”).

This clear messaging cuts through the noise, showcasing Mailchimp as a tool that provides actionable insights to boost engagement and sales, positioning itself as a leading solution. 

Best practice to steal: Solve the problem your visitors care about most

In the example above, Ahrefs' landing page headline, "Everything you need to rank higher and get more traffic," successfully uses the Jobs To Be Done framework by its customer’s goals: improving search engine rankings ("rank higher") and increasing website traffic ("get more traffic"). 

The phrase “everything you need” is important because it showcases Ahrefs to be a comprehensive solution, positioning Ahrefs not just as a tool but as a complete suite capable of addressing all aspects of SEO and traffic generation. 

By using this JTBD language, Ahrefs can communicate its value proposition, making it an attractive choice for those looking to optimise their SEO efforts and get more visitors, two objectives essentially to its audience; SEO professionals and website owners. 

⚡Taking it further: optimising JTBD in your strategy 

To truly leverage JTBD, it is important you have conversations with your customers through interviews and surveys (with free text answer options). The aim is to uncover the underlying “jobs” they need/ want to complete. The insights allow you to realign your product’s messaging, ensuring it speaks directly to solving these core issues. 

Remember, the key is to transition from selling features to selling outcomes. 

TL;DR:

👉 Focus on specific jobs customers hire your product for to improve marketing message resonance

👉Customer feedback and qualitative research is key to understanding customer needs 

👉Messaging should focus on solutions and outcomes rather than product features 

Lucy 👋

P.S I hope you found this useful, if you can think of anyone who would find this useful then please do share with them!