How to Cut through the Noise for More Attention Online.
Have you ever heard “focus on the customer” or “put the customer first”?
Have you also wondered what that actually means?
In the battle for attention and bookings, we're going into the game-changing theory that helps you put the customer first, cut through the noise, and get conversions.
But first,
Too many marketing messages fall flat and don’t convert because the copy is focused on features and amenities.
Messages focused on this, spark the reader’s brain to ask, “Well, it looks good, but how does that help me?"
That's what's on your customer's mind - how does your product or service help?
You, and everyone that you know is trying to make progress in their life.
They are looking for ways to make life better.
They need things that help them get the job done.
They “hire” products and services to do it.
It’s actually, a Harvard Business School-founded theory called Jobs-to-be-done.
Watch this "Baking Adventures" video where I explain the Jobs-to-be-done theory.
When you know the job that your customer is trying to get done, the clouds lift, 🌞the sun comes out and you can see how to;
create packages and special offers that connect and convert
innovate new products and services in your business
craft marketing messages that cut through the noise
and...best of all, your job marketing, selling, or serving the customer is easier
What do you need to do? So, glad that you asked!
1 Actionable Tip
Create a job statement.
A job statement is one sentence that defines what your customer is trying to get done.
A job statement gets you closer to the customer and further from commoditization.
In other words, it gives you that insider edge in marketing to set yourself apart from the competition.
first a little prep work
1. Think of your very best, ideal customer.
2. Write their name down on a piece of paper or a Google doc.
3. Ask: what is this person trying to get done that causes them to hire your hotel, product or service?
The Jobs-to-be-Done Theory has 3 parts:
Part 1 - ACTION - I want or Help me or Give me or Free me
then add;
Part 2 - VERB like; learn, increase, keep, optimize, achieve
then add;
Part 3 - the OBJECT of the VERB - the thing that
In the video, I shared my job-to-be-done story. Here's how it works.
Now that you've thought about it a bit, head over to ChatGPT or Bing CoPilot.
A Productivity Resource
Let's use ChatGPT or BingCoPilot to write your job statement.
ChatGPT Step 1: Copy and paste the following paragraph into AI.
Change up the [variables]
Using the jobs to be done theory, what job or jobs would a [target audience] be trying to get done when [planning and going on vacation]? Identify the core 'jobs' guests aim to accomplish and provide detailed and unique insights into how the [your hotel name] could refine its services, amenities, and marketing strategy to help these guests get the job done.
ChatGPT Step 2: Now, copy and paste this into AI.
Now that we know some of the jobs the guests want done. Create one compelling and concise job statement.
The Jobs-to-be-done theory is a powerful tool.
When you filter all of your marketing messages, products, and services through your customer's job statement, you can make dramatic gains.
Since it's 💗Valentine's Day, check out my LinkedIn post that shows how this hotel chain is leveraging jobs to be done in the romance department 💘. It's not what you think.
