Conversations on Website Conversion discussion
So What?
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Chapter 5 - What's In It For Them?
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I kind of feel like this question is a hard one to answer in a service industry. Maybe I'm just overthinking it, but it can seem like everyone is using your service for a different reason. Sometimes it's not even consistent with one customer from day to day. It makes me wonder if there is a more encompassing strategy to communicate the various values and uses of your product or service. I don't think (in fact, I'm fairly certain) that people don't do the same things for the same reasons. I guess that this is where targeted advertising comes in.
I went to the "So What" book website and I found that we could participate in the 21-day challenge to make this new way of thinking become a habit. "It takes 21 days of consistent reinforcement to establish a new idea or habit. Over 21 days you will read a short passage or watch a brief video designed to reinforce one of the key concepts from the book and recondition your thinking to help you develop the So What Mindset." Here is the link... http://sowhatbook.com/#challenge
Sometimes you have to look at the problem from 30,000 feet, Hope - I think you're focusing on what's going on at ground level - where it's true that each of us is different and we all have different motivations - But at the 30,000 foot level there are probably some benefits you could identify that most people will resonate to.
For example - we know in our business that having a relationship with each client is very important - a real benefit - how that relationship grows and progresses will be very individualistic (the ground level view) - but having that relationship is something all of our clients would consider to be a benefit - and something that differentiates us from our competition.
When you read or hear a really good So What response to "so what do you do for a living" it seems so obvious - but it's very difficult to figure out.
What a great challenge! As you point out Marty, there have to be some common reasons as to why people like your product/service. When speaking to an audience of 250,000 - we often gauge the top five benefits the majority of our audience really cares about and mention them in a small (3 to 5) list. If we do it right - each bullet really leads the audience though the I want it, I need it, I'll buy it funnel - landing them at the add-to-cart button
Imagine that you are one of your customers. Then complete the sentence on page 43: “All I really care about is…” When somebody comes to you, what are they really looking for? Chances are it isn’t something that you thought was the main offering of your product or service. Check the chart of the ostensible and So What benefits of some products on page 44 and construct something similar about what you offer consumers.