Mapping Out Your Customer's Growth Model! - Ideas for New Marketing -

When thinking about marketing or sales, asking "What is the value provided?" can make things difficult.
So, why not focus on the growth and change of the customer that lies beyond your product or service?

Map out how the customer grows and changes into their ideal self in three steps.

What the customer is truly seeking is not your product or service itself, but the change in themselves that lies beyond it.

In a common analogy, what a customer who says "I want a drill" is actually looking for is not the "drill" itself, but the act of making a hole with the drill, or doing something with the hole that has been created.

What kind of changes can customers achieve by using your product or service? If you could answer this question in one word, you wouldn't have any trouble, but it often feels a bit difficult.

Let's try imagining the customer's changes by breaking them down into three steps.

What kind of experiences, emotions, and behavioral changes will occur?

Step 1

What kind of direct changes in emotions or behavior will the customer experience when using your product or service? It doesn't have to be a thrill that makes them say "I'm so happy!" right away, and that's perfectly fine. Let's imagine a small change.

Step 2

Along with that small change, further changes will emerge in the customer's usage, behavior, and emotions. Let's visualize that scene. It would be great if you could see things like "This might be good" or "A feeling I've never had before."

Step 3

By continuing to use your product or service, what kind of change do you ultimately want to bring about? Put yourself in the customer's shoes and imagine their happiest state.

"Beyond my expectations!" or "I can't believe I can do this!"—they are so happy that they can't help but tell people around them. They might even post about it on social media without thinking.

Connect steps 1 through 3 and tell it as a story.

What happens if you connect steps 1 through 3 and turn them into a story?
It would be best if it were not just an explanation, but a story where the customer's change and growth can be felt!

When a product or service is explained to you, it can be annoying, but
when it is told as a story about how "this will happen to you," you find yourself drawn in, thinking, "Oh, I see." This is the power of a story.

Thinking about the value provided by your product or service might be a bit difficult.
Today, I introduced a method of thinking about what kind of changes you bring to the customer, further broken down into three steps.

The finished story is effective when used on your website, on social media, or in the initial stages of explaining your product or service. Why not imagine the ultimate change that your customers are seeking?

This article was written by
Mousou Biz Planning Representative Shigeki Kawahara
https://mousoubiz.com/
https://twitter.com/mousoubiz