 |
|
The benefit you get from this
framework and tool |
| |
| Ways to reach the buyer’s mind: |
| |
|
 |
|
| To Provoke |
|
To Understand |
|
| |
|
|
|
|
| |
There are 2 types of provocation.
1. Provoke to disturb (negative),
2. Provoke to internalize the proposition to the target
audience (positive) |
|
|
The offer is so noticeable
that the audience has taken initiative to understand it.
The provocation has led to
level of understanding the product or the usage
advantage of the service |
|
| To Buy |
|
| |
| |
Positive provocation and clear understanding of the
selling proposition create the buyer’s readiness for
the purchase act.
The next step would be:
1. Should I purchase? (hesitant buyer)
2. It’s too costly (value seeker / sober buyer)
3. It’s not for me (this buyer is not the target)
4. It’s not my requirement (unconvinced buyer)
5. I would love to try it (peripheral buyer)
6. I have to get it (core buyer)
7. I have heard of it. Let me check it out with my
friends first (satellite buyer) |
|
|
|
| |
This framework can help you to design a product or service in such a way that it is noticeable in the ocean
of brands out there in the market, the end-customer understands its value and so it translates to the purchase act. |
|
|
|
|
