Grab a blank piece of paper, draw a line down the middle and head the two columns – Potential Benefits and Perceived Risks. Put yourself into your customer’s shoes and fill out the columns.
Next, focus on the perceived risks column, and brainstorm performance predictors that would reduce each of the perceived pre-purchase risks.
To gain maximum effectiveness, aim to generate at least 10 potential performance predictors for each one of the risks. You may be surprised how often it is the last 2 or 3 ideas which are the best.
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