Best or best deal? — Kelford Labs Daily
Who are you talking to?
When a prospect enters your market, how steerable they are depends on many factors. Not everyone does their shopping in the same way.
And it’s partially determined by what they’re looking for: the best or the best deal.
A customer looking for the very best isn’t going to do an apples-to-apples analysis on a price comparison website. They’re going to watch YouTube reviews, dig deep through niche subreddits, and ask their peers and connections for recommendations.
And a customer who wants to know they got the best possible deal isn’t going to waste time on analysis of quality, specifics, or in-depth research. They’re going to check price comparisons, hunt for discounts, and probably haggle.
Where and what you put in your marketing messages should be informed by who your customers are—and what they’re looking for.
If you want customers hunting for a good deal, you’ll want to place your messages along that purchase path.
If you want customers who want the very best, you’ll need your marketing messages to reach them during that research journey.
Assuming all customers are alike means all marketing looks alike.
But not all marketing works alike.
Because some of it is simply talking to the wrong person.
Kelford Inc. provides finely crafted value propositions and marketing messages for hands-on entrepreneurs and founders.
We’ll show you the way to always knowing what to say.
