*turns up volume so people in the back can hear* ... It’s all about awareness levels!https://twitter.com/mijustin/status/1276611514850373632 …
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Confused? Take my own SaaS product, SparkLoop, as an example... When someone asks me what SparkLoop does, should I say something like...
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"a SparkLoop referral program is the easy, affordable way to grow your newsletter audience faster" or should I say... "SparkLoop makes it super easy to add any kind of referral program to your newsletter. It plugs straight into your ESP and website with no setup needed"
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Looking at what I just wrote, probably neither
But the 'real' answer is that it depends on the visitor's awareness levels!2 odpowiedzi 0 podanych dalej 4 polubionePokaż ten wątek -
If the visitor reaches your site after googling "how to set up a newsletter referral program like Morning Brew" then they have high awareness levels. You can be pretty sure they already know the *benefits* of what SparkLoop does, so you can talk more about *features*.
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If, OTOH, the visitor has a low awareness level, then you need to explain the *benefits* of SparkLoop (how it will make their lives better) first. Nobody will stick around and read about the features of some tool if they don't understand damn well what's in it for them first.pic.twitter.com/E1cmtEtLHd
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What if you don't know your audience's awareness levels though? In that case, it's important to remember the following...
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Tell someone "here's how your life will better with my product" (the benefits) first... and they'll scroll until they understand how you do it (the features). But lead with the *features* of your product? The visitor will be gone before you can say "look at the benefits".
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Two final thoughts... 1) I can understand why
@mijustin's personal experience of 'benefits vs features' for Transistor would make him sceptical. His audience already has high awareness. They get why podcast hosting is useful. For them, features == benefits (sort of).3 odpowiedzi 0 podanych dalej 1 polubionyPokaż ten wątek -
W odpowiedzi do @louisnicholls_ @mijustin
From an indie bootstraper perspective... what do you think is preferable in a competitive market? Targeting a low awareness audience or a high awareness audience?
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I’m in the “high awareness” camp.
“The customer tries to figure out what box to put you in; what frame of reference to put you in. And if you don't give them a box they have to make one up." – @aprildunfordpic.twitter.com/ws3IVAl8ue
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W odpowiedzi do to @mijustin@gaburieru4649 i jeszcze
100%. So much easier going that way when competitive. It’s low hanging fruit.
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W odpowiedzi do to @earthlingworks@mijustin i jeszcze
I agree in general, but it also depends on the founder’s skill set and advantages imo. If you’re in a competitive market with a high ARPU, and suck at marketing but have an insanely good network, then low-awareness may actually be easier to begin with.
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