Watch the video above for what this looks like on real-world landing pages, so you can avoid it.
Put another way, if you know you need to lead with the problem not the product (see Mistake #1), what problem does a flying car solve?
Helping drivers avoid rush hour traffic? Nope. Not unless they’ve got a landing strip near where they’re going to and from.
Helping drivers save money? No. They’ll burn way more fuel keeping that hunk of junk in the sky.
Helping pilots be able to fly more than they normally do? Yes, until they die…then no. Flying small planes is already dangerous – strapping wings to a Geo Metro is only going to make it worse.
Once you start focusing on the problem you solve for customers, you quickly realize…
Each type of customer has a different type of problem.
If you want to speak to any of your customers, you must speak to only one of your customers. One landing page, solving one problem, for one type of customer.
As soon as you start combining problems from multiple segments at once, you end up describing no one’s problems well – and turn your landing page into an “interesting idea” that no one wants <cough>flying car</cough>.
The remedy for this mistake is simple:
Sell cars. Then sell planes.
Start by solving a single segment’s problems. Solve that small segment’s problems in an incredible way. That small segment will help spread the word and tell your next segment, which will help spread the word with your next segment.
Eventually you’ll serve both drivers and pilots (a la Rolls-Royce) but you’ll do it with great cars and great airline engines…not with a sub-par combination of the two.
I know it feels scary to only target one customer segment. I know it feels like there’s no way that one segment is big enough for you to be able to start a successful company. I also know…
Facebook didn’t start as the preferred social media tool for 1 billion people around the world. It didn’t start as the preferred social media tool for the US. It didn’t start as the preferred tool in colleges. It didn’t even start as the preferred social media tool for Ivy League colleges.
Facebook started at one college…Harvard.
From there it gained traction at Ivy League schools, then colleges around the US, then the general US population, and now the world.
Facebook didn’t start trying to serve everyone. It started by serving just one.
Watch the video above for an example of how Apple followed the same path.
“The final sales problem is that nobody is upselling. “Many AEs don’t want to call their old clients and upsell them,” says Harris. “They hate it. They can’t stand it. They’re afraid they’re going to get sucker punched with a, ‘Oh I really love you guys, but this thing is broken. Can you help me fix it?’” https://lnkd.in/bqEWBBN … (Richard Harris AA-ISP’s TOP 25 Most Influential Inside… Continue reading