Genchi Genbutsu for Internet Marketing - 'Go and See' What the Customer Wants...
Genchi Genbutsu means 'go and see' in Japanese.
It means that if there is a problem in a place, the observation has to be made there on the spot and an idea for a solution should be developed there - instead of sitting in the ivory tower and thinking about it.
I am reading a book called 'The lean startup' and its amazing how many ideas can be applied for internet marketing.
Before I tell you how we can apply Genchi Genbutsu for IM, let me tell you an example from the book.
Toyota developed the Sienna model for North America by understanding what the customer really wanted. The person from Toyota came to North America and he drove 53,000+ miles and learned directly from the end customer what they actually want in a mini-van. He learned some amazing new things such as - how important comfort for kids in the 2nd and 3rd row of seats are. Such learning is not posible sitting in the office.
Coming to IM - if we are developing an educational info product, we need to understand what our customer really wants. Such learning need not happening by asking the customer a direct question - 'What do you want' but a general chit chat with them regarding their FEARS AND FRUSTRATIONS would give a lot of insights on what they are looking for in your upcoming product. Observe the KEY WORDS they use in their language and use them in your content and marketing. For example if the use the word 'flexibility' a lot then you need to use such words in your copy and product. For example, when your headline says 'Use our ABC product for amazing flexibility in your business' then that's the kind of headline that actually creates a link with your prospect.
It is not possible to go out to our prospect's place and learn their problems but talking over the phone gives a good understanding of your customer.
IM by its nature is work from home or home office kind of work. But our customers are real people with personalities and lives. Unless we understand their problem and solve it, we cannot profit.
"You can have everything in life that you want if you just give enough other people what they want."
It means that if there is a problem in a place, the observation has to be made there on the spot and an idea for a solution should be developed there - instead of sitting in the ivory tower and thinking about it.
I am reading a book called 'The lean startup' and its amazing how many ideas can be applied for internet marketing.
Before I tell you how we can apply Genchi Genbutsu for IM, let me tell you an example from the book.
Toyota developed the Sienna model for North America by understanding what the customer really wanted. The person from Toyota came to North America and he drove 53,000+ miles and learned directly from the end customer what they actually want in a mini-van. He learned some amazing new things such as - how important comfort for kids in the 2nd and 3rd row of seats are. Such learning is not posible sitting in the office.
Coming to IM - if we are developing an educational info product, we need to understand what our customer really wants. Such learning need not happening by asking the customer a direct question - 'What do you want' but a general chit chat with them regarding their FEARS AND FRUSTRATIONS would give a lot of insights on what they are looking for in your upcoming product. Observe the KEY WORDS they use in their language and use them in your content and marketing. For example if the use the word 'flexibility' a lot then you need to use such words in your copy and product. For example, when your headline says 'Use our ABC product for amazing flexibility in your business' then that's the kind of headline that actually creates a link with your prospect.
It is not possible to go out to our prospect's place and learn their problems but talking over the phone gives a good understanding of your customer.
IM by its nature is work from home or home office kind of work. But our customers are real people with personalities and lives. Unless we understand their problem and solve it, we cannot profit.
"You can have everything in life that you want if you just give enough other people what they want."
The bartender says: "We don't serve faster-than-light particles here."
...A tachyon enters a bar.
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@ Bangalore, India.