Define your target audience
Posted: Tue Jan 28, 2025 4:07 am
Regardless of which path you choose – to create a selling landing page yourself or to order it from a specialized agency, you should have a good understanding of three things:
who is your target audience,
what is this Hunt ladder,
What are your company's internal international mailing list indicators?
When creating a landing page yourself, all the work falls on your shoulders. By contacting an agency, you only fill out a detailed brief. The specialists will do everything else themselves, including describing the target audience.
Target audience
It is very important to work out the target audience to get an accurate idea of your potential client, their fears, needs and objections. This determines what to focus on in the sales landing page, what words and images to use. Schematically, the result of this work looks like this:
Selling landing page
Hunt's Staircase
Ben Hunt's Recognition Ladder will give you a diagram of a selling landing page.
Let us remember that before making a purchase decision, a person goes through five levels of awareness:
stage of "indifference": there is no problem;
Awareness stage: a problem has arisen, but there is no solution;
“comparison” stage: a comparison of the options for solving the problem takes place;
“selection” stage: the option has been selected, the product search is underway;
“Purchase” stage: one supplier of the product is selected from among many.
Recommended articles on this topic:
Landing Page Examples: Tips for Creating
Website design development: from choosing a style to getting a layout
What is a lead magnet and how to create one
How does it work when creating a selling landing page? Let's look at each stage and your actions one by one.
The "indifference" stage. When there is no problem, you need to invent it, and then make the person believe that only a purchase will get rid of it.
Awareness stage. The consumer needs to be shown that there are different options for solving the problem.
The "comparison" stage. A person must believe that your offer is much better than others. Comparison tables, product reviews, scientific research results, personal consultations on choosing a service, etc. work well.
The "choice" stage. The buyer must be presented with a specific product option, a personally selected configuration, etc.
The "purchase" stage. The main task at this point is to convey to the consumer all the benefits of cooperation with your company, and the story about the advantages of the product fades into the background.
Step 4. We pack everything beautifully
So, you already know approximately how your page will look, taking into account the corporate style. It remains to determine how your product compares favorably with the offers of competitors.
Before creating a prototype of a selling landing page and website, you will have to answer dozens of questions. The purpose of such self-testing is to highlight the company's advantages and present them beautifully.
To make it clearer what we are talking about, we have prepared 10 questions that will help you look at the product from the outside and present it correctly:
Name three to five reasons why it is more profitable to buy from you than from your competitors.
What production features are unique to your company?
Do you practice internal staff training?
What are the advantages of your product compared to similar products?
Who is the face or faces of the brand?
How are you prepared to reward customers who purchase the product in large volumes?
What stages does communication with a client include from the moment of the first contact until the order is completed?
What are the financial terms of cooperation (prepayment, installment plan, deferral of first payments, commodity loans, discounts, product for sale, purchase of illiquid assets, etc.)?
What publications about the company can you list (expert comments, interviews, opinion columns, articles)?
Do you have any celebrity clients?
who is your target audience,
what is this Hunt ladder,
What are your company's internal international mailing list indicators?
When creating a landing page yourself, all the work falls on your shoulders. By contacting an agency, you only fill out a detailed brief. The specialists will do everything else themselves, including describing the target audience.
Target audience
It is very important to work out the target audience to get an accurate idea of your potential client, their fears, needs and objections. This determines what to focus on in the sales landing page, what words and images to use. Schematically, the result of this work looks like this:
Selling landing page
Hunt's Staircase
Ben Hunt's Recognition Ladder will give you a diagram of a selling landing page.
Let us remember that before making a purchase decision, a person goes through five levels of awareness:
stage of "indifference": there is no problem;
Awareness stage: a problem has arisen, but there is no solution;
“comparison” stage: a comparison of the options for solving the problem takes place;
“selection” stage: the option has been selected, the product search is underway;
“Purchase” stage: one supplier of the product is selected from among many.
Recommended articles on this topic:
Landing Page Examples: Tips for Creating
Website design development: from choosing a style to getting a layout
What is a lead magnet and how to create one
How does it work when creating a selling landing page? Let's look at each stage and your actions one by one.
The "indifference" stage. When there is no problem, you need to invent it, and then make the person believe that only a purchase will get rid of it.
Awareness stage. The consumer needs to be shown that there are different options for solving the problem.
The "comparison" stage. A person must believe that your offer is much better than others. Comparison tables, product reviews, scientific research results, personal consultations on choosing a service, etc. work well.
The "choice" stage. The buyer must be presented with a specific product option, a personally selected configuration, etc.
The "purchase" stage. The main task at this point is to convey to the consumer all the benefits of cooperation with your company, and the story about the advantages of the product fades into the background.
Step 4. We pack everything beautifully
So, you already know approximately how your page will look, taking into account the corporate style. It remains to determine how your product compares favorably with the offers of competitors.
Before creating a prototype of a selling landing page and website, you will have to answer dozens of questions. The purpose of such self-testing is to highlight the company's advantages and present them beautifully.
To make it clearer what we are talking about, we have prepared 10 questions that will help you look at the product from the outside and present it correctly:
Name three to five reasons why it is more profitable to buy from you than from your competitors.
What production features are unique to your company?
Do you practice internal staff training?
What are the advantages of your product compared to similar products?
Who is the face or faces of the brand?
How are you prepared to reward customers who purchase the product in large volumes?
What stages does communication with a client include from the moment of the first contact until the order is completed?
What are the financial terms of cooperation (prepayment, installment plan, deferral of first payments, commodity loans, discounts, product for sale, purchase of illiquid assets, etc.)?
What publications about the company can you list (expert comments, interviews, opinion columns, articles)?
Do you have any celebrity clients?