The Five W's Technique
Mark Sherrington, founder of the consulting agency Added Value, developed the “Five W” method, which includes five questions that begin with the English letter W:
What do we offer? (What) - product definition.
Who is interested in the product/service? (Who) – creating a portrait of a potential client.
Why should you buy our product? (Why) - research into the motivation for purchasing.
When will the goods be delivered? (When) - we clarify the terms of the contract with the client.
Where will the purchase be made? (Where) - we will find out the place where the order is planned to be made from your company.
Let's say you sell home theaters. Here's how you might describe your audience using the Five Ws:
What - Home theater systems from leading manufacturers around the world.
Who are successful consumers who want to enjoy movies at home with cinema-quality quality.
Why — they strive for convenience when italy business mailing list watching a movie, saving time and comfort are important.
In what circumstances - before renovating housing, creating a recreation room, or when replacing outdated equipment.
Where - on specialized web resources, in stores of official suppliers.
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Method "From the result"
It involves focusing on the end result that the client expects. Having studied the desired option, you build a buyer's route - the road along which he will get to the purchase. The main thing here is to understand the client's needs, which will motivate him to go from dreaming about the product to purchasing it.
Method "From the result"
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It is also important to be able to create hypotheses about what interests each segment of the target audience. You will be able to develop a separate advertising campaign for each group, accurately hitting their current interests and needs. Let's say that a company produces innovative devices for the home. The main needs of a potential client are convenience, comfort, and safety. Let's analyze his path to the desired result:
What amount of money is the client willing to spend?
What devices is he considering purchasing?
Are you planning to use a smart home in an apartment or cottage?
What region does the client live in?
Based on this data, we can formulate a hypothetical profile of a potential segment: An exclusive client who is ready to invest more than 200 thousand rubles in creating a "smart" home. Wants to equip a cottage with intelligent devices. His frequent business trips require full control of the equipment, ensuring the reliability and security of the system. Based on this, you make a highly fragmented PR strategy and evaluate the effectiveness of the actions.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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