Can you read my mind? 🤔

“Deliver value” -- is an overused and nebulous business commandment.

“Value” is completely subjective to each individual...

But if you are able to hone in on the specifics of what is going in on your customers’ minds, then suddenly you have a clear idea of what you need to do.

I recently had a conversation with Bob Moesta, CEO of the Re-Wired Group and one of the creators of the Jobs To Be Done frameworks.

This is how Bob suggests an effective path to actually deliver value:

“Value is a combination of the context I'm in, the place that I'm starting in, and the place I want to go. And the trade-offs I'm willing to make in order to get there. Ultimately, it's that set of variables that I'm trying to actually understand.”

Ultimately this helps businesses get to one of the key questions that we all try to understand:

“Why do people buy the products that they do?”

If you can crack that code, you’ve made marketing a whole lot easier.

Understand questions like:

• What are their current struggles?
• What does progress look like?
• How do we help customers bridge the gap between the two?

Nobody buys anything randomly. There are reasons driving every purchase decision.

Bob’s frameworks and questions help peel back the layers to better understand what those causes are.

This impacts product positioning, ad campaigns, marketing strategy, and ultimately the trajectory of business success.

For example, take Helix Sleep--a mattress company that sells high end mattresses, $1000 or more. We have all purchased a mattress, and use it every day, but our buyer psychology is all very different.

Helix uses a short quiz to understand the customer’s current struggles, their idea of “success” and how Helix can position the product to solve these challenges.

Here is a look at their quiz:

But here’s the interesting twist: to learn more about their customers, Helix spoke to those that actually made the purchase, because they had to go through the education and purchase process.

For example, these conversations highlighted the anxiety of knowing what to do with the old mattress--something that is easily solved if purchasing from a local mattress store, but not necessarily if purchased from a DTC brand that delivers the mattress via mail. The conversations and getting deep within the customer’s psyche helped uncover many anxieties that hold people back from purchases, and allowed Helix to make changes to ease the purchase process on their website.

I highly recommend listening to this convo with Bob, it was very enlightening on how to uncover your customer’s thought process and position your product more effectively:

🐕 Building Trust With Personalization: How A Quiz Helps This Dog Brand Capture (Privy Podcast)

In a competitive niche like dog food, consumer trust becomes a differentiating factor.

Personalization and education are two effective paths to building trust.

Dog food brand Kabo achieve this with the quiz that they use as the cornerstone of their marketing strategy.

This conversation with Privy CEO Ben Jabbawy highlights how the brand uses data gathered in the quiz to create segments based on dog breed, age, health, and other specifics.

Did you know that dogs have predictable timelines for experiencing certain health issues at specific ages?

Many dog owners don’t necessarily know this.

Which is an opportunity that Kabo uses to educate customers on their specific dog’s breed, and health issues that will appear at certain ages. This also helps remove the complexity of the purchase decision, guiding shoppers on what to purchase, and when. With the data captured in the quiz, Kabo can tailor their email and paid ads specifically to the dog’s needs.

Here’s a quick peek at what the quiz looks like, where Kabo captures key data to inform their marketing campaigns:

✍️ Wanna get ahead of the curve?

PS: Want to test a quiz in your marketing strategy to understand the problems and goals that your customers face?

We’re getting great feedback from merchants so far, and we have just released Conditional Logic so that you can make your quiz experience even more personalized. Just hit reply if you're interested in getting a quiz on your store--I'd love to help you with quiz strategy, design, questions etc (and there's a free forever plan so no need to pay anything to give it a try).