Research your audience.
The first step is to understand your audience and find out what motivates them. This will shape the language you’ll use to communicate with them and help you pinpoint the biggest selling point of your product.
This can be done through interviews with current customers or people you assume would use it.
It’s much easier to determine your audience if you already have customers because they’ve already demonstrated that they’ll buy from you. Talk to them. Ask them how your product or service is improving their businesses and their lives.
You’ll have to dive deep into your interviews to answer some questions like:
What do they do?
What is their biggest problem or pain point?
What type of language do they use?
You might be surprised to find that you might be helping in significant ways that you didn’t think about.
Create an Ideal persona.
After researching your audience, analyze at the qualitative data and look for some patterns.
Is there a pain point that was mentioned multiple times? Is there a certain industry that a lot of people are in? If they already use your tool, was there one benefit repeated by multiple people?
A clearly defined persona will help you better understand your prospects as human beings – what drives them, what they value, and what they aspire to be – ultimately helping you to speak to them.
Research Competitors.
Your conversations with current customers may uncover other tools they used before finding your product or tools they might be using alongside your product.
Look into those tools – especially if they directly compete with your business – and figure out what you do better than them.
There’s no point in having two businesses doing the exact same thing. It doesn’t give prospects a reason to choose you over your competition.
Determine the primary benefit of your products.
Now that you understand your ideal buyer persona and your competitors, it’s time to determine your primary benefit.
While there may be multiple reasons to use your product, there’s often one thing that your audience is most interested in.