Viewfinder Services

This service helps businesses define the category they are best equipped to serve through analysis of customer insight, competitor capabilities, company competencies, and farmer purchase psychology.

The process:

1. Interview customers.

2. Map their priority stack.

3. Identify the tensions driving purchase decisions.

4. Analyse competitor positioning.

5. Find ownership opportunities.

6. Define the territory your company can credibly own.

7. Develop plan to create category leadership

The deliverable is:

• Target customer priorities

• Category tensions

• Competitive landscape

• Ownership territory

• Messaging architecture

• Tactical recommendations

What is it?

A service for agribusinesses that allows them to learn more about how farmers make purchase decisions in their category.

Discover:

• Where the problems you solve sits in their priority stack

• What your real competition is

• How much they value your company's products and services?

• What unique value do you deliver? (why did they choose your company’s products/service?)

• Where do they perceive your company’s market positioning to be? (relative to competitors)

• What does not deliver value? (are there elements of your offering they do not care about?)

• What alternatives do they consider? (competitors or substitutes)

• What is the most important touch-point with your company?

• What are their category entry points? (what triggers them into buying mode?)

• What/who influences their purchase decisions in this category?

• Where do they source their information for the category?

• What communications from your company do they consume? (and what value is it?)

 Why is this important?

• Removes risk from making decisions on incomplete or subjective information.

• To ensure your investment decisions are driven by insight, not opinion.

• Outside eyes give you a more objective view of what customers think and the competitive landscape.

• You don't want to waste your marketing spend on tactics or messages that miss the mark.

 What is the value proposition?

• Gives greater decision confidence as you are guided by customer needs

• Maximises marketing investment through having certainty that your tactics and messaging resonates with your audience.

• Compresses months of learning into weeks about your customers and what they care about.

How much?

The first question to answer is, what is your average customer lifetime value and what is your churn rate?

The second question is what would it be worth to you to reduce churn by 5% and increase acquisition by the same?

I’m guessing it is more than $8,850 +GST

Your web copy is ok, but you're not bursting with pride when you read it. You know it's selling you short.

It's like that small pebble in your shoe on a run, you know you'd be faster without it, but don't want to stop and lose time removing it.

Do you want your copy to leap off the page into your reader's head? Have it stake a claim on some cerebral real estate and set up camp there?

Words are amazing. You can be batsh*t boring, or with clever word selection that same information could be grabbing your readers by the throat and not letting go.

You've gone to the trouble of putting the words into the world, so you want to be sure you've picked a team of winning words.

I can help you select the team that gives you the best chance of triumphing in the battle for attention.

Get in touch if you'd like your copy taken to bootcamp.

And if you're curious about my word assembly experience, here's a team of 92,268 words I selected. Just for fun.