Every business owner wishes they could get inside the head of their prospect and learn exactly what specific benefits of their product or service their target market is truly interested in.
Knowing this information, they could tailor their sales copy to center on those benefits and they could improve and build upon those aspects of their product and service creating value where it matters.
Years ago, when I was still in high school, I hit upon a pretty neat, cheap, low-tech way to do this that I’ve hardly shared with anyone and I haven’t seen anyone really using which is surprising to me given how revealing it can be. It’s pretty simple…
You create 3-5 free reports, each centered around one of the major benefits of your product or service. You offer these free reports to visitors to your website at the same time and keep track of how many times each was downloaded.
By looking at how often each report was downloaded, you get statistical information about just how interesting and important each of these benefits are to your prospects.
For example, if you have an internet marketing company your 5 free reports could be:
“How to get more traffic to your website.”
“How to create a blog that generates money for your business.”
“How to increase your rankings on Google.”
“How to convert more visitors to paying customers.”
“How to get more people to opt-in to your list.”
After 30-60 days you can look at the data and extract a lot of useful information. For instance, let’s say your data looked like this:
“How to get more traffic to your website.”
DOWNLOADS = 352“How to create a blog that generates money for your business.”
DOWNLOADS = 230“How to increase your rankings on Google.”
DOWNLOADS = 562“How to convert more visitors to paying customers.”
DOWNLOADS = 411“How to get more people to opt-in to your list.”
DOWNLOADS = 120
Well, this is a very clear indication that you should be focusing your sales copy around Google rankings, conversion, and getting more traffic in general. You may also want to minimize how much you promote your ability to build an opt-in list as this seems much less important.
In addition, it means you should tailor your product to overdeliver on those promises as those are the ones that seem to be of interest.
Now, obviously, some people are going to download more than one report but that doesn’t diminish the value of the data in the least. If someone downloads them all, they effectively negate their “vote” and if they download the majority but not all that means the report they didn’t download was of no interest to them at all. In other words, multiple votes are just as good as a single vote.
What I would suggest is getting rid of the report with the fewest downloads and trying a different one to see how it fairs.
Personally, I find this data to be of even more use than simply asking your target market “What interests you most about my service?” People generally don’t know what they want. Sure, they’ll make something up and it will sound good but to get truthful information from them, you’ve got to put them in a situation where they don’t know that you are trying to learn about what they want. And this does just that.
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