Dare to taste different 

Do a 5-minute exercise: go to Google and search for a service in your industry like a customer who has no prior knowledge of the options available. 

What ads do you see? What are the websites showing you? Do they differentiate between services, or do they tell you about products and services that look, sound, and taste the same?

Now do another 5-minute exercise: what does no one tell you in their ads and on their website but is a recurring pain point for your customers? Chances are it’s something very boring or something slightly embarrassing that your customers may not even dare to tell you about. Or blush like they are at the doctor’s office.

Your customer pain point is the communication and pricing leverage point that can take you from ‘just like another brand’ to the ‘best in the market!’.

First, identify exactly why customers buy the product/service you sell. Not the reasons that your customers are happy to tell you, but what you can find by analyzing other channels. 

But then how do you find out what your customers are thinking if they don’t want to, or even know what they’re thinking? You can read more about our keyword and competitor research here, which is a great tool to drill down into the depths of your customers’ minds.

Then clear your message in a format that appeals to the customer. Paid advertising here is an effective way to test message angles quickly. 

In a controlled environment, you can adjust the volume to determine the message variations to test and get solid data on which ones work best. You can then export these messages to your website to share your product’s most important selling points. 

Where can this be used, for example? The story says that ad testing was even used to test the title of a New York Times bestselling book.

The testing budget can be as low as $100. The key question is what to test. So get in touch with keyword research, and let’s define the question together first. The answers are bound to be there.

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