Lean Content Academy – Aidan Coughlan – The Driver-Barrier-Opportunity Content Planning Tool

The motivators – the things that make your customers want to take action. An easier life, more money, ease of use, convenience of location; every product and every customer is different! File Size: 2.01 MB

Lean Content Academy – Aidan Coughlan – The Driver-Barrier-Opportunity Content Planning Tool

The Driver-Barrier-Opportunity Content Planning Tool
Want to know how to make your content really speak to your target customer?
It’s about understanding the finer points of what motivates them and what gives them cause for hesitation.
This tool allows you to break down your customers’ drivers and barriers – and convert them into clear messaging opportunities so that you can create more powerful and persuasive content.
Drivers
The motivators – the things that make your customers want to take action. An easier life, more money, ease of use, convenience of location; every product and every customer is different!
Barriers
These are the things that hold your customer back from taking action – they could be real, like high costs, or perceived, like the fact that people don’t realise you offer home delivery.
Opportunities
This part is simple – what would you say to enhance the drivers, and what would you say to show people that the barriers can be overcome (or that they’re not real!)

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