Customer Mind-Reading: How Your Buyers Choose

Host: Pascal Laliberté
Topic: Design Your Message for Impact
Description:
Pascal’s workshops fill up fast, and was our most popular last season. This workshop is for those who aren't sure if there's demand for their product, who find their product hard to explain and sell, or who are hesitant about sales in general.

He’ll be teaching the basics of the theory of buyer behaviour called Jobs-to-be-done, and its many implications:

• Not every conversation is meant to be a sales conversation - The basics of buyer deliberation
• The one word missing from your product pitch - How situations sometimes beat buyer personas
• You're more in competition with inaction than with your competitors - How there are surprising alternatives to your product
• You should make a worse product - How adding features might do the opposite effect on your product selling
• The gift mindset - How marketing is about creating a constellation of mini struggle-solvers around your product

Whether you’re writing a pitch, a landing page, or product copy, you’ll leave with a clearer sense of how to speak to your customer’s why.
Founders, startup teams, product marketers, and copywriters are all welcome.