I recently gave my clients some interesting questions to ask themselves… and I thought you might want to ask yourself these questions, too.
- If someone looks at your marketing site – main page, pricing page, sign-up page, whatever – for 5 seconds, what will they think your app does?
- If your ideal customer looks at your site – for 5 seconds or even 5 minutes – will they know they’re your ideal customer?
- Are you reaching your ideal customers where they are in their Buying Cycle and doing so with an appropriate call to action?
- Are you reaching your ideal customers where they are on the Awareness Ladder and doing so with an appropriate call to action?
In case you aren’t familiar with the “Awareness Ladder” concept, it comes from the amazing book “Breakthrough Advertising” by Eugene Schwartz, first published in 1966 (a book, BTW, that I keep by me all the time; it is even MORE relevant today!).
The ladder looks like this, from the top rung to the bottom one:
You need to know where the people in your market are on the Awareness Ladder so you can speak to them where they’re at and provide the appropriate call to action.
If they don’t even know they have a problem, you probably shouldn’t try to close them.
If they are convinced, you probably don’t need to get them to understand your benefits.
Understanding where your market is on the Awareness Ladder can absolutely transform your sales pipeline from a weak trickle to a powerful deluge!
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For immediate consultation and advice on effective growth strategies and tactics for your SaaS company, schedule a 60-minute meeting with me via Clarity. If you feel a more involved engagement is required for me to help you, email me with the specifics of your situation (as much detail as you’re comfortable giving) and we’ll setup a meeting to work through the particulars.
– Lincoln