Product-For-Prospects
Low-risk first step
A product-for-prospects is a low-risk first step that potential customers can take before committing to a core product or service. This framework involves creating a scalable and personalized experience that educates and entertains potential customers.
- A product-for-prospects should be low-risk and easy to understand
- A product-for-prospects should be scalable and personalized
- A product-for-prospects should educate and entertain potential customers
- Identify the customer's needs and wantsIdentify the customer's needs and wants, and create a product-for-prospects that addresses those needsPro tipUse data and research to understand the customer's needs and wantsWarningDon't assume you know what the customer wants, ask them
- Create a scalable and personalized experienceUse technology to deliver dynamic recommendations and personalize contentPro tipUse algorithms and data to personalize contentWarningDon't over-personalize, it can be creepy
- Educate and entertain potential customersCreate content that educates and entertains potential customers, making them more likely to buy from youPro tipUse storytelling and emotional appeals to educate and entertain potential customersWarningDon't be too sales-y, it can be off-putting
Workshop
A workshop can be a great product-for-prospects, educating and entertaining potential customers
OutcomeIncreased sales and customer loyalty
Book
A book can be a great product-for-prospects, educating and entertaining potential customers
OutcomeIncreased sales and customer loyalty
Not understanding the customer's needs and wants
Not taking the time to understand the customer's needs and wants
Not creating a scalable and personalized experience
Not using technology to deliver dynamic recommendations and personalize content
Not educating and entertaining potential customers
Not creating content that educates and entertains potential customers
The concept of a product-for-prospects was developed as a way to create a low-risk first step for potential customers, which can help to build trust and establish a relationship with the customer.
Source · BOOK
Scorecard Marketing by Daniel Priestley