When T-Mobile surveyed consumers about what they hated about the cellular phone industry, the overwhelming villain was contracting. By understanding what was hated, an opportunity developed for differentiation based on this keen insight. Do you know what prospects hate about your industry?
T-Mobile Essentials is a no-contract plan that allows for unlimited talk and other benefits. This mobile “no-contract” product was designed to meet the need for a pain point that struck at the heart of customer dissatisfaction.
How to Understand What Prospects Hate about Your Industry
- Survey a large swath of individuals in your category with a single open-ended question. The word hate is powerful to get at deep-seated emotion. What do you HATE about the (blank) industry?
- Ask yourself, what would need to be true to eliminate what is hated? Assemble a small cross-functional team and challenge them to come up with several solutions that address this hatred/concern.
- Create a pilot or experimental test that allows prospects to act, buy or sign-up. What people say and what they do can be diametrically opposite. Get a real-world test going quickly.
Hence, by understanding what is hated, you can find what will be loved. Great marketing begins with insight and understanding of the pain within an industry segment.
What’s hated by people in your industry?
I help small to mid-sized companies with a range of marketing services from branding, lead generation and beyond. Does your business need a marketing coach, guide, or sherpa? Are you generating enough leads? Is your marketing underperforming? Do you know what people HATE about your industry?
I can help.
You can set up a time to chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com Let’s explore working together today.
Photo by T. Chick McClure on Unsplash
