Fix unpredictable and inconsistent marketing results by getting inside the heads of your customers.

PEOPLE DON’T BUY UNLESS THEY HAVE A REASON TO.

And if you don’t know, for a fact, exactly what causes someone to buy what you sell (and how they search for it), then it’s all but impossible to make marketing choices that will reliably deliver successful results.

That’s where Your Unfair Marketing Advantage comes in.

Your Unfair Marketing Advantage is a customer interview programme designed to, well, give you an unfair marketing advantage - the advantage of truly understanding your customers and their needs.

You already have customers who have bought from you.

Doesn’t it make sense to interview them and figure out exactly what made them buy?

Crafting your marketing strategies, messages and campaigns from a place of deep customer understanding - understanding gained from interviewing your existing clients - is the simplest and most effective marketing hack there is.

Imagine how your marketing could be transformed, by knowing, for a fact …

  • The number one reason your best customers buy from you (you might find it’s not what you think)

  • How your customers describe, in their own words, their challenges, wants, needs, frustrations and pain points (so you can make sure your marketing messages speak to the truth of what’s going on in their hearts and heads, using language that truly resonates)

  • How they go from not knowing about you to buying, what steps they go through along the way, and what triggers them to move from one stage to the next (with this insight in hand you can be in all the right places saying all the right things - and chances are your competitors won’t be)

  • What hesitations they have about buying or what might stop them from buying outright (so you can get the objection-handling sorted upfront)

  • Where they hang out, online and in real life, who and what influences them, and what their go-to sources for information are (and that, my friend, is how you choose your most effective channels to get your message out there)

How it works

01.

We get together for a Kick Off Workshop, to figure out your objectives, what you most need to know for this work to be considered a success, what you and any other stakeholders already know about your clients and where your big gaps in knowledge are.

02.

You give me a list of your best customers to talk to and I start making calls. These calls aren’t just a once over lightly: each interview runs 30-45 minutes (and don’t worry about the length of time it takes - interviewees often overrun their time because they enjoy having somebody listen to their stories so much. Truly.)

03.

I’ll conduct the first interview and ring you, overexcited at all the ‘aha’ moments from just one interview.

04.

After all interviews are completed, I’ll dig deep into the interview recordings and transcripts to unearth the consistent themes and the hidden treasures your customers have shared.

05.

I’ll present Your Unfair Marketing Advantage file back to you and your team. Your file includes:

  • Your Real Customer Profile (like a Customer Persona, only factual).
    One page

  • A Messaging Canvas outlining what your customers have told me your USP and core messages are
    One page

  • A list of notable Verbatim Quotes from the interviews to use in your content development and messaging
    As long as it needs to be

  • Key Recommendations for you to action
    One page

(These reports are kept short and sweet. It saddens me, but I’ve learned the hard way that even though they are very informative, nobody ever reads my 30 page reports. You will have full access to all my recordings and working files if you do want every last juicy detail.)

What price is all this knowledge?

If it didn’t make me sound like such a dick, I’d answer “the real question is what’s the cost of NOT doing this work? How much time and money is too much to waste on reckless marketing that’s not informed by customer insights?”

But I try not to be a dick.

Intro pricing rate starts at NZ$12,000 (US$8500.)

IT SOUNDS LIKE SOMETHING YOU NEED, DOESN’T IT?

How about you talk and I’ll listen and together we’ll figure this out.

If you’re happy to call your clients yourself, but want help with knowing what to ask, common pitfalls to avoid and the analysis part of things, I’d love to guide you. Book a time above and we can talk about it.