3. Our agenda:
• Understand the difference between "buy in" and "buy
now."
• Learn how your big Why might be getting in the way of
more sales.
• Discover the 4 categories of value and how to use them to
better communicate with your prospects.
• Apply your customer's perspective to create offers that sell
easily & messages that spread rapidly.
• Question & Answer
#getajob
11. Let’s figure out what
those jobs might be.
It starts with a conversation.
#getajob
12. Understand the market:
“
“Markets are conversations. Conversations
among human beings sound human. The
human voice is typically open, natural, and
uncontrived. People recognize each other
by the sound of this voice.”
-- The Cluetrain Manifesto
#getajob
13. Understand the market:
How would your client talk
about their needs or
questions to their friends,
colleagues, or spouse?
#getajob
14. Understand the market:
Take the perspective of your
Most Valued Customer. Write
down everything you imagine
her thinking on this topic.
Only use 1st person.
#getajob
16. Ask yourself:
“
“What are people going to stop doing once
they start using your product?
What does your product replace? What are they
switching from? How did they do the job before
your product came along?”
-- Jason Fried, 37Signals
#getajob
17. Jobs fall into 4 categories.
Behaviors
“I want to change
the way I act from
this to that.”
#getajob
18. Jobs fall into 4 categories.
Behaviors
Skills
“I want to change
“I want to learn
the way I act from
how to do this.”
this to that.”
#getajob
19. Jobs fall into 4 categories.
Behaviors
Skills
“I want to change
“I want to learn
the way I act from
how to do this.”
this to that.”
Beliefs
“I want to change
the way I think
about this.”
#getajob
20. Jobs fall into 4 categories.
Behaviors
Skills
“I want to change
“I want to learn
the way I act from
how to do this.”
this to that.”
Beliefs
Identity
“I want to change
“I want to change
the way I think
who I am.”
about this.”
#getajob
21. The more concrete the job, the easier it is to sell.
Identity
“I want to change who I am.”
Beliefs
“I want to change the way
I think about this.”
Skills
“I want to learn how to do this.”
Behaviors
“I want to change the way I act from this to that.”
#getajob
22. What’s the job?
Name the one job your
customer wants to complete
by putting it into one of the 4
categories: behaviors, skills,
beliefs, identity.
#getajob
26. What’s the job?
The key to successful product
development: taking the
perspective of your MVC &
understanding the job she is
trying to accomplish because
they’ve bought into your vision.
#getajob
27. What’s the job?
Look at your current product or
service offerings:
Do they represent clear jobs
your customers are trying to
accomplish on the path to
achieving your vision?
#getajob
28. Recap:
• Use your big Why when you’re trying to achieve “buy
in”
• Speak to the jobs your customer is trying to get done
when you want to achieve “buy now”
• Use your customer’s language to identify the job she
needs to complete.
• Jobs fall into 4 categories: behaviors, skills, beliefs,
and identity.
#getajob
29. • Identify opportunities based on your
customers’ needs & desires in a way that
leads to massive impact
• Evaluate your marketing, sales copy, and
offers from your customers’ point of view
to ensure success
• Communicate in a way that allows your
message to spread rapidly and easily
• Apply your learning to content strategy,
strategic partnerships, and your business
model to create sustainable business
growth
bit.ly/nathaliecpp
