#fyi: Bootstrappers need Sales First, Not Marketing
I've been seeing a lot of people here talking about this lately and since I'm in the business of solving this issue I thought I'd weigh in on the solution discussion!
Predictable CAQ comes from a foundation of these 3 things:
1. Understanding exactly who your customer is.
Knowing who you are targeting is the first critical step because it shows you what pain points you can solve, and also how motivated these people are to solve them. Which is an indication about their tendency to pay to get from where they are to their desired state.
3. An excellent product is one that solves a pain point well.
Now that you know exactly what the pain points are for that target customer, you also need to have a product that solves at least one of those pain points. And the pain point that you solve needs to be one that your customer is willing to pay to get fixed!
Make the best product out there for this pain point. Predictable CAQ needs a great product behind it that is so good that customers are obligated to share it with their friends.
Iterate. Ask your customers. Iterate. Ask. Iterate. Ask. Forever.
3. Formulating a message that resonates.
When you know who you are targeting you can begin to formulate a message that conveys your solution as THE only vehicle to get said customer's pain point solved. This is called taking a customer from their current state to their desired state.
Pro tip: Do not target a single soul outside of your target audience with this message!
4. Message distribution that pays you a return.
This is really where everyone thinks they've gone wrong, and I'm here to tell you that if you are having problems finding an ROI from ads or outreach... It's most likely that you messed up the previous steps. When you have 1, 2 & 3 right, your ideal customer should be raising their hand and running towards you.
This step involves creating an offer that is mutually beneficial for both your customer and you. And by mutually beneficial, I mean that the customer should feel like they won the lottery and you should make a 4x return on your cost to acquire them.
So if you want to be able to go pay for Ads to acquire a customer, you need to have an offer put together that factors in the fact that it's going to probably take some digits to go pay to get customers. Offering your widget for $9/month when it costs you $65 for a conversion is obviously going to take some months to get you an ROI. Maybe you should offer a year subscription with an info product or some other package deal?
And also, for the love of God, "build it and they will come" does not apply to the internet. Nobody cares about your website until you give them a reason to and smack them in the face with it.
I'm curious to hear from you all out there how you acquire customers...
What are some baller ways that you've continually been able to acquire them?
And what is your #1 recommendation to the every day Indie Hacker that is trying to do this for themselves?
#marketing #leadgeneration #sales