Boring marketing costs you 7x more than being interesting. Provoke a response from your Buyers by becoming ‘newsworthy’: Relevant, Urgent, Specific and Surprising.
Value sits in ‘how’ you get customers from where they are now to where they want to be, and not in ‘what’ you offer. ‘The steps’ will detail how success with your product is guaranteed.
Your product needs to remove the gap between where your buyer is now, and where they want to be. Avoid talking only about ‘what’ you do. Focus on ‘how’ you solve their problem better than alternatives.
Your prospects are using all kinds of tools and methods to deliver their Jobs to be Done. Understand these and you can reframe your position and messaging to compete with your ‘real’ competitors
