For SaaS marketers, I run https://forgetthefunnel.com/ w @ggiiaa // For self-funded SaaS founders, Co-founder https://userlist.io/.
When marketing a product, it’s common for founders to focus on the product itself. “Look at our cool features! We help you do XYZ activity, but better!” This is a recipe for getting lost in the noise, and for losing to competitors with deeper pockets.
Instead, capturing your customer’s attention requires focusing on her ultimate motivation (“job to be done”), which is to transform her current life-situation into a preferred one.
After this talk, you’ll walk away with:
– An understanding of the “jobs to be done” theory – An understanding of how JTBD helps companies create effective positioning – A proven, step-by-step process for uncovering your customer’s ultimate motivation (“job to be done”)
Your customers do want to be saving time. They probably also want to save money, but you need to get more specific.
Appointment scheduling tools describe themselves very generically: "powerful system", "robust feature set", "save time", and "easy-to-use".
There's a big problem with these generic descriptions: They're abstract: you wouldn't sell groceries as individual ingredients, you'd sell the cake. To capture people's imagination, you need to get specific and vivid. This is way more important if you're on a crowded market.
What should Claire do? What product should she switch to that will solve the pain point of this one feature breaking?
"Ready to take control of your finances?" - well, no, I'm looking for a solution to solve this pain from YNAB
"Take control of your finances with Quicken" - uhh these all sound the same
Coffee and Kale talks more about Jobs to be Done.
Job story: When _, help me _, so I can __.
For this YNAB example:
Is this an edge case? Not according to Reddit's community:
People are not happy with YNAB. If you were a competitor, think of how effective it would be to take these words and use them on your landing page!
Instead of "Ready to take control of your finances?", try "The only way to fully customize the way you manage your money painlessly."
How do you figure out the job your product does for your customers? Getting a handful of customers on the phone (customer interviews) can color in any gaps leftover from traditional surveys.
Get templates of these survey and interview templates at userlist.io/microconf.
Now you'll have a lot of data to start building a Jobs to be Done story, and you can do it in your customer's language.
What do you do when you have a lot of verticals you're targeting? Landing pages?
Your homepage is like an Airport: some people want pricing, some want jobs, some want to contact support.
Landing pages is a great move. Buffer also used to have two browser tabs to segment agency owners vs. business owners. If people can self-select on their homepage you can speak to people more strongly.
Note from Christian: Also check out Right Message.
When choosing the high value customers, should you let them settle into your product?
Aim for the people who have been in the product for a while. Rule of thumb is 6 months, but it depends on what onboarding means for your product.
I'm sending out a beautiful PDF eBook of notes from every MicroConf 2018 Starter and Growth talk – both Speaker and Attendee. Want a copy?