[Case Study] Solving The “People Don’t Get What We Do” Problem
A couple of months ago I got an email from the creator of an out-of-the-box career management tool called JobRudder. JobRudder uses achievement tracking to help people prove they deserve a job, raise or promotion.
A lot of people don’t keep track of their achievements at all or get tangled up in 50-page Word documents and a maze of folders. JobRudder is very useful to these people. The price is very low for the amount of headache it spares you.
But they just couldn’t see it…
What was the problem?
Here’s how my client put it:
I’ve struggled with how to communicate what the service does […] I’ve used services like userthink.com to try to get feedback from visitors. I hear a mixture of “the service seems new and unique” and “I don’t understand what it does, i thought it was a job board.”
He sent me the UsersThink report and I saw what he meant: The feedback was mixed at best.
The trouble was, some people were downright confused. They said things like:
I think that the immediate reaction upon seeing this page is that, “I
don’t know what the purpose of this site is exactly, and that’s not granting any further
interest in it.” I see a lot of stuff about “advancing careers” and “tools,” but I have no idea what tools or how any indeterminate career is to be advanced.
It just seems like it’s hard to tell who this type of service is advertised for.
The website stats seemed to confirm the problem. In my client’s own words:
[…] In any case, the numbers don’t lie. Something’s wrong. I hope you’re up for a challenge.
Challenge? Did I hear “challenge”? YES, I AM IN! :)
What we did
I hear variations of this issue just about every day: “People don’t get what we do”.
The solution lies in one of the main principles of marketing that Claude C. Hopkins described masterfully in Breakthrough Advertising:
People can be coaxed, but NOT driven. Whatever they do, they do to please themselves.
How does this apply to JobRudder?
Well, it means that we couldn’t just tell people to try it. We had to convince them that trying JobRudder helps them do something they really want to do.
We had to talk about the benefits, the reasons WHY they would want to use JobRudder.
Everyone knows they should talk about benefits. But that’s easier said than done…
Fortunately, I have a system in place that helps me figure out the exact benefits a target market is looking for.
I applied it and helped my client describe WHO JobRudder is for, WHY they need it as well as WHAT they can do with it.
What results we got
The new UsersThink report shows that people now understand what JobRudder does:
My first impression was that the page was very informative. It highlighted all the benefits of using such a service. It was easy to follow and understand what the service would offer to first time visitors like myself.
Some of them even feel excited about trying it. They say things like:
It makes me want to sign up and try the service.
I absolutely love the idea of the site. The site has plenty of detail and information about the topic. I like how it even describes the cost and monthly costs if one decides to sign up for this. I am personally interested in signing up for this service. It sounds like it would be useful for me.
What this case study proves
It proves something we, marketers, talk about all the time:
If you want to get people excited about your product or service, you need to tell them what they can do or what they get.
Are you suffering from “People don’t get what we do”?
Email me and tell me about your case. Maybe I can help.
Originally published at SansMagic.