Hi

(listen to this newsletter)

Understanding your clients is fantastic, no doubt about it. But, if you want to create a lead generation system that gets clients lining up, you have to take it a step further.

You do it by putting the spotlight on your clients' problems.

Picture this: Your client strolls in, looking all puzzled, like they've just lost their way in the maze of their business challenges. They've got a problem, and they need you to be their superhero, swooping in to save the day and, of course, boost their revenue (because, let's face it, it's always about the revenue with clients).

So, what's the secret sauce? It's called "Jobs-to-Be-Done" framework.

It will help you understand your client's problems better than they understand it.

Here's how it works: Instead of focusing on what your clients are (demographics) or what they do (behavior), JTBD revolves around what they want to achieve – their goals and the hurdles they're facing.

Let's say your client owns a bakery and wants to boost sales. Instead of just targeting "people who like cakes," you take a deeper dive. You ask, "What job are customers hiring the bakery for?" And bingo! It's not just about cakes; it's about "Celebrating Special Moments." Now, your ad isn't just about the cake; it's about the sheer joy it brings to those special moments.

With JTBD, you become a problem-solving wizard, crafting solutions that hit the bullseye of your clients' deepest desires.

Let's switch gears for a moment and talk about your agency's services, like Brand Awareness. Clients aren't just looking to "build brand awareness"; they're on a quest for more.

The Functional Job of Brand Awareness: Clients want to boost brand recognition and reach a larger audience. It's like they're waving their brand flag for all to see. (And its measured by the increase in revenue!!)

The Emotional Job of Brand Awareness: Clients want the warm and fuzzy feeling of seeing their brand becoming the talk of the town, respected, and admired in their industry.

So, here's your task, jot down the jobs your services do for clients, both functional and emotional. Get inside their heads and understand what makes them tick.

With the JTBD framework in your toolkit, you'll be the true hero, and your agency will be the talk of the town. So, go ahead, unleash your inner problem-solving wizard, and let's make some magic happen!

Best,

Anoop Kurup