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.

Click Here for Part 2

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.

Links :
05:32 – http://dasta.in/#parking
07:45 – http://www.amazon.in/Getting-Things-Done-Stress-Free-Productivity/dp/0143126563

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.

Links :
10:23 – https://www.youtube.com/watch?v=W_tYDrBL0Dw
11:58 – http://bagpacksuites.com/invest/

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.

Links :
14:15 – http://bagpacksuites.com/invest/

Bagpack Investor Film
14:15 – https://www.youtube.com/watch?v=bXwU-JtPMic
14:15 – https://www.youtube.com/watch?v=SMW3H6NpdcY

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.

Links :
18:37 – http://dasta.in/#water

Dasta Water Film
20:15 – https://www.youtube.com/watch?v=VZwRHrBRciA
20:15 – https://www.youtube.com/watch?v=Oc2KGNR-RGc

Continued in Part 2