On this episode of the Lazaro Podcast we address the topic of how you can build an ecosystem of communication tools that will enable you to develop quality leads from your marketing funnel without the need for a large sales team.
This entire topic has been covered across two episodes.
Step 1 – Make a list of facts & features
Breakdown your product or service to its smallest fact or feature. Don’t censor this list based on your technical knowledge. You’d be surprised at what your customers care about.
Step 2 – Prioritise and group the facts & features on your List
Prioritise based on the following 3 Bins:
- Customer Trigger is the 1st bin.
- FAQ is the 2nd bin.
- 3rd bin is USP.
End with USP. Never start with it.
Step 3 – Identify the content tool that helps articulate each fact or feature; without a human in the room.
In the case of Bagpack that was a 3× appreciation. Accumulating wealth is an intangible concept, we decided to find a visual metaphor to help communicate this point, and ended up using 3 glass tubes with ping pong balls. The secondary connection was a trigger, the bank guarantee.
14:15 – http://bagpacksuites.com/invest/
Why without a human in the room?
This meant that the customer your sales team finally meets is a — self educated customer.
In the case od Dasta, Water was such a big feature that we dedicated on a mix of tools to explain it. An animated interactive diagram to help visualise the process. An interactive calculator to illustrate the cost-benefits. A technical documentary and we also took this USP into mainstream advertising.
18:37 – http://dasta.in/#water