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The Path to Persuasion:

Finding your audience’s 
Starting Point
Awareness	of	your	solu.on	
Need	for	your	solu.on
Awareness	of	your	solu.on	
Need	for	your	solu.on	
“Puppies	and	
rainbows”	
Not aware
of problems
Awareness	of	your	solu.on	
Need	for	your	solu.on	
Living with
the pain
Not aware
of problems
Problem
Aware
Awareness	of	your	solu.on	
Need	for	your	solu.on	
Seeking
Solutions
“Need help.
What’s available?”
Not aware
of problems
P...
Awareness	of	your	solu.on	
Need	for	your	solu.on	
Seeking
Solutions
Low	awareness	
Not aware
of problems
Problem
Aware
Awareness	of	your	solu.on	
Need	for	your	solu.on	
Seeking
Solutions
“These	look	good”	
Option(s)
ID’d
Not aware
of problem...
Awareness	of	your	solu.on	
Need	for	your	solu.on	
Seeking
Solutions
Option(s)
ID’d
Possibly	aware	of	you	
Looking	for	the	...
Awareness	of	your	solu.on	
Need	for	your	solu.on	
Seeking
Solutions
Option(s)
ID’d
YOUR
solution
“You	look	like	a	
GOOD	op...
Perfect fit
Awareness	of	your	solu.on	
Need	for	your	solu.on	
Seeking
Solutions
YOUR
solution
“Let’s	do	it”	
Option(s)
ID’d...
Perfect fit
Awareness	of	your	solu.on	
Need	for	your	solu.on	
Seeking
Solutions
YOUR
solution
Option(s)
ID’d
Aware	your	
so...
Perfect fit
Awareness	of	your	solu.on	
Need	for	your	solu.on	
Seeking
Solutions
YOUR
solution
Option(s)
ID’d
Doesn’t	see	a	...
Perfect fit
Awareness	of	your	solu.on	
Need	for	your	solu.on	
Seeking
Solutions
YOUR
solution
Option(s)
ID’d
Could	have	
in...
Perfect fit
Awareness	of	your	solu.on	
Need	for	your	solu.on	
Seeking
Solutions
YOUR
solution
Option(s)
ID’d
Your	
solu.on	...
Perfect fit
Awareness	of	your	solu.on	
Need	for	your	solu.on	
Problem
Aware
Seeking
Solutions
YOUR
solution
Option(s)
ID’d
...
Let’s look at 

Start points
Side by side
Perfect fit
Awareness	of	your	solu.on	
Need	for	your	solu.on	
Problem
Aware
Seeking
Solutions
YOUR
solution
Not aware
of pr...
You
Have call center
service software
You
Have call center
service software

You offer very affordable analytics for
small companies that need analytics
like big ...
Here’s what your
audience looks like
by starting point
Small 
service center

They just started
up and won their
first few clients.

They use
spreadsheets for
analysis and it
wor...
Small 
service center

They just started
up and won their
first few clients.

They use
spreadsheets for
analysis and it
wor...
Small 
service center

They’re about to
grow really
rapidly with new
clients. 

They aren’t in
the market for
software. Th...
Small 
service center

They’re about to
grow really
rapidly with new
clients. 

They aren’t in
the market for
software. Th...
Regional 
service center

They are in the
market for
analytics
software and
sent RFQ’s to
some of the
larger analytics
com...
Regional 
service center

They are in the
market for
analytics
software and
sent RFQ’s to
some of the
larger analytics
com...
Regional 
service center

They are in the
market for
analytics
software. 

They found you
through an email
campaign you
la...
Regional 
service center

They are in the
market for
analytics
software. 

They found you
through an email
campaign you
la...
Regional 
service center

They’ve met with
you several times
now and you feel
they’re ready to
push the button.

They aske...
Regional 
service center

They’ve met with
you several times
now and you feel
they’re ready to
push the button.

They aske...
Regional 
service center

They’ve met with
you several times
now and you feel
they’re ready to
push the button.

They aske...
Small 
service center

They’re about to
grow really
rapidly with new
clients. 

They aren’t in
the market for
software.The...
Regional 
service center

They’ve met with
you several times
now and you feel
they’re ready to
push the button.

They aske...
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Identify Different Start Points

How to identify your audience's awareness to create a more targeted pitch

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Identify Different Start Points

  1. 1. The Path to Persuasion: Finding your audience’s Starting Point
  2. 2. Awareness of your solu.on Need for your solu.on
  3. 3. Awareness of your solu.on Need for your solu.on “Puppies and rainbows” Not aware of problems
  4. 4. Awareness of your solu.on Need for your solu.on Living with the pain Not aware of problems Problem Aware
  5. 5. Awareness of your solu.on Need for your solu.on Seeking Solutions “Need help. What’s available?” Not aware of problems Problem Aware
  6. 6. Awareness of your solu.on Need for your solu.on Seeking Solutions Low awareness Not aware of problems Problem Aware
  7. 7. Awareness of your solu.on Need for your solu.on Seeking Solutions “These look good” Option(s) ID’d Not aware of problems Problem Aware
  8. 8. Awareness of your solu.on Need for your solu.on Seeking Solutions Option(s) ID’d Possibly aware of you Looking for the right fit Not aware of problems Problem Aware
  9. 9. Awareness of your solu.on Need for your solu.on Seeking Solutions Option(s) ID’d YOUR solution “You look like a GOOD op.on” Not aware of problems Problem Aware
  10. 10. Perfect fit Awareness of your solu.on Need for your solu.on Seeking Solutions YOUR solution “Let’s do it” Option(s) ID’d Not aware of problems Problem Aware
  11. 11. Perfect fit Awareness of your solu.on Need for your solu.on Seeking Solutions YOUR solution Option(s) ID’d Aware your solu.on solves their need Not aware of problems Problem Aware
  12. 12. Perfect fit Awareness of your solu.on Need for your solu.on Seeking Solutions YOUR solution Option(s) ID’d Doesn’t see a need for your solu.on Not aware of problems Problem Aware
  13. 13. Perfect fit Awareness of your solu.on Need for your solu.on Seeking Solutions YOUR solution Option(s) ID’d Could have interest in your solu.on Not aware of problems Problem Aware
  14. 14. Perfect fit Awareness of your solu.on Need for your solu.on Seeking Solutions YOUR solution Option(s) ID’d Your solu.on is a fit for their problem Not aware of problems Problem Aware
  15. 15. Perfect fit Awareness of your solu.on Need for your solu.on Problem Aware Seeking Solutions YOUR solution Option(s) ID’d Not aware of problems
  16. 16. Let’s look at Start points Side by side
  17. 17. Perfect fit Awareness of your solu.on Need for your solu.on Problem Aware Seeking Solutions YOUR solution Not aware of problems For this example, I’ll use these 5 awareness points
  18. 18. You Have call center service software
  19. 19. You Have call center service software You offer very affordable analytics for small companies that need analytics like big companies, but can’t afford the big company prices
  20. 20. Here’s what your audience looks like by starting point
  21. 21. Small service center They just started up and won their first few clients. They use spreadsheets for analysis and it works! They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great.
  22. 22. Small service center They just started up and won their first few clients. They use spreadsheets for analysis and it works! They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great. Not aware of problems
  23. 23. Small service center They’re about to grow really rapidly with new clients. They aren’t in the market for software. They like their spreadsheets. They’re worried about how to grow fast and maintain service. They’re going to have to hire a lot of people really quickly, including new analysts Small service center They just started up and won their first few clients. They use spreadsheets for analysis and it works! They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great.
  24. 24. Small service center They’re about to grow really rapidly with new clients. They aren’t in the market for software. They like their spreadsheets. They’re worried about how to grow fast and maintain service. They’re going to have to hire a lot of people really quickly, including new analysts Small service center They just started up and won their first few clients. They use spreadsheets for analysis and it works! They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great. Problem Aware
  25. 25. Regional service center They are in the market for analytics software and sent RFQ’s to some of the larger analytics companies. Their growth strategy is to double in size, and they need to scale up affordably. If they don’t scale up, they will be off track for revenue targets. Small service center They just started up and won their first few clients. They use spreadsheets for analysis and it works! They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great. Small service center They’re about to grow really rapidly with new clients. They aren’t in the market for software. They like their spreadsheets. They’re worried about how to grow fast and maintain service. They’re going to have to hire a lot of people really quickly, including new analysts
  26. 26. Regional service center They are in the market for analytics software and sent RFQ’s to some of the larger analytics companies. Their growth strategy is to double in size, and they need to scale up affordably. If they don’t scale up, they will be off track for revenue targets. Small service center They just started up and won their first few clients. They use spreadsheets for analysis and it works! They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great. Small service center They’re about to grow really rapidly with new clients. They aren’t in the market for software.They like their spreadsheets. They’re worried about how to grow fast and maintain service. They’re going to have to hire a lot of people really quickly, including new analysts Seeking Solutions
  27. 27. Regional service center They are in the market for analytics software. They found you through an email campaign you launched a couple of weeks ago. They’ve seen your website, and asked to set up a meeting. Regional service center They are in the market for analytics software and sent RFQ’s to some of the larger analytics companies. Their growth strategy is to double in size, and they need to scale up affordably. If they don’t scale up, they will be off track for revenue targets. Small service center They just started up and won their first few clients. They use spreadsheets for analysis and it works! They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great. Small service center They’re about to grow really rapidly with new clients. They aren’t in the market for software.They like their spreadsheets. They’re worried about how to grow fast and maintain service. They’re going to have to hire a lot of people really quickly, including new analysts
  28. 28. Regional service center They are in the market for analytics software. They found you through an email campaign you launched a couple of weeks ago. They’ve seen your website, and asked to set up a meeting. Regional service center They are in the market for analytics software and sent RFQ’s to some of the larger analytics companies. Their growth strategy is to double in size, and they need to scale up affordably. If they don’t scale up, they will be off track for revenue targets. Small service center They just started up and won their first few clients. They use spreadsheets for analysis and it works! They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great. Small service center They’re about to grow really rapidly with new clients. They aren’t in the market for software.They like their spreadsheets. They’re worried about how to grow fast and maintain service. They’re going to have to hire a lot of people really quickly, including new analysts Interested in YOUR solution
  29. 29. Regional service center They’ve met with you several times now and you feel they’re ready to push the button. They asked about a couple of other software solutions that are more generic. Your solution is just for the service center industry and your executives all have service center experience. Regional service center They are in the market for analytics software. They found you through an email campaign you launched a couple of weeks ago. They’ve seen your website, and asked to set up a meeting. Regional service center They are in the market for analytics software and sent RFQ’s to some of the larger analytics companies. Their growth strategy is to double in size, and they need to scale up affordably. If they don’t scale up, they will be off track for revenue targets. Small service center They just started up and won their first few clients. They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great Small service center They’re about to grow really rapidly with new clients. They aren’t in the market for software.They like their spreadsheets. They’re worried about how to grow fast and maintain service. They’re going to have to hire a lot of people really quickly, including new analysts
  30. 30. Regional service center They’ve met with you several times now and you feel they’re ready to push the button. They asked about a couple of other software solutions that are more generic. Your solution is just for the service center industry and your executives all have service center experience. Regional service center They are in the market for analytics software and sent RFQ’s to some of the larger analytics companies. Their growth strategy is to double in size, and they need to scale up affordably. If they don’t scale up, they will be off track for revenue targets. Small service center They just started up and won their first few clients. They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great Small service center They’re about to grow really rapidly with new clients. They aren’t in the market for software.They like their spreadsheets. They’re worried about how to grow fast and maintain service. They’re going to have to hire a lot of people really quickly, including new analysts You’re the Perfect fit Ready to start
  31. 31. Regional service center They’ve met with you several times now and you feel they’re ready to push the button. They asked about a couple of other software solutions that are more generic. Your solution is just for the service center industry and your executives all have service center experience. Regional service center They are in the market for analytics software. They found you through an email campaign you launched a couple of weeks ago. They’ve seen your website, and asked to set up a meeting. Regional service center They are in the market for analytics software and sent RFQ’s to some of the larger analytics companies. Their growth strategy is to double in size, and they need to scale up affordably. If they don’t scale up, they will be off track for revenue targets. Small service center They just started up and won their first few clients. They use spreadsheets for analysis and it works! They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great. Small service center They’re about to grow really rapidly with new clients. They aren’t in the market for software. They like their spreadsheets. They’re worried about how to grow fast and maintain service. They’re going to have to hire a lot of people really quickly, including new analysts
  32. 32. Small service center They’re about to grow really rapidly with new clients. They aren’t in the market for software.They like their spreadsheets. They’re worried about how to grow fast and maintain service. They’re going to have to hire a lot of people really quickly, including new analysts Small service center They just started up and won their first few clients. They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great Regional service center They’ve met with you several times now and you feel they’re ready to push the button. They asked about a couple of other software solutions that are more generic. Your solution is just for the service center industry and your executives all have service center experience. Regional service center They are in the market for analytics software. They found you through an email campaign you launched a couple of weeks ago. They’ve seen your website, and asked to set up a meeting. Regional service center They are in the market for analytics software and sent RFQ’s to some of the larger analytics companies. Their growth strategy is to double in size, and they need to scale up affordably. If they don’t scale up, they will be off track for revenue targets. You’re the Perfect fit Problem Aware Interested in YOUR solution Seeking Solutions Not aware of problems
  33. 33. Regional service center They’ve met with you several times now and you feel they’re ready to push the button. They asked about a couple of other software solutions that are more generic. Your solution is just for the service center industry and your executives all have service center experience. Regional service center They are in the market for analytics software. They found you through an email campaign you launched a couple of weeks ago. They’ve seen your website, and asked to set up a meeting. Regional service center They are in the market for analytics software and sent RFQ’s to some of the larger analytics companies. Their growth strategy is to double in size, and they need to scale up affordably. If they don’t scale up, they will be off track for revenue targets. Small service center They’re winning new clients and excited about their growth. They aren’t in the market for software. They are happy with spreadsheets, and why change? Small service center They just started up and won their first few clients. They’ve been recognized for their hands on approach. They’re really excited about their growth. Things are great

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