What Makes a Compelling Product

Why would I buy your product?

The catch-all response would seem to be easy: because your product fulfills a need that I have. But this isn’t precisely the case.

I buy – not because it does what I actually need – but because it does what I think I need.  I may not know what I actually need!  You may need something – I know you need it, but you don’t. So I have to figure out what you think you need in order to lead you towards what the actual need is.


Lets say you think you need help with “the social media thing”. You start looking for templates to create the ultimate social media headline. What I know you need is help with building a persona that stands out in social media and a content calendar that builds toward your goals.  You need a way to define and focus your passion and purpose so that it shines through consistently and makes your social media resonate with viewers.

It’s a small distinction, of course, but it’s a very important one when it comes to determining how to market and present your product.

What it means for you, ultimately, is that it isn’t enough to know what your target market needs; you also need to know how they define that need, what they’re actually looking for.

Understanding the benefits your target market desires will help you phrase your product offerings to match their needs and wants. When you use the language that your ideal client uses when searching for their solution, you stand out against the competition that’s using generic language, and maybe not fully understanding what is drawing people to their product or service.

While there are many ways to get into the headspace of your future clients, the internet provides the best solution. This is because in the online world, we can find out exactly what people are searching for – word for word! You only have to know how, and the key is Google Adwords Suggestion Tool.

Using Google Adwords Suggestion Tool

One of the 8 tools I suggest in my course – the Connection Equation – is Google Adwords Suggestion Tool. With this tool, you can type in keywords and discover how many people are actually searching for the terms you’ve selected, as well as for similar terms.

This is powerful because it allows you to discover whether you’re on-target with the language you’re using to describe your products, or whether you need to shift your language to match the way your ideal client is talking about their needs.

Here’s how:
1. Login to http://adwords.google.com and set up an account. (Skip the quickstart to avoid adding your credit card for now.)

2. Now click on Tools, then Keyword Planner.


3. Select Search for New Keyword Groups and Ideas.


4. Type in a keyword phrase or two and select the location you want to focus on – keep it pretty broad for location.


5. Click Get Ideas.

6. On the next page select the Keyword Ideas tab; there you will see the actual search numbers for the ideas YOU typed in as well as related terms that OTHERS type into Google as monthly stats. It will also show how many other sites are competing for this spot by High, Medium and Low ratings.

In case you’re interested in placing paid ads on Google (that would appear when someone types in that specific search term), the table will also give you the bid suggested in order to get good ad placement (rather than just Optimizing your Page for organic/free placement).

What You Can Do With This Information
This lets you find the most frequently searched terms, and thus the ones that are most relevant and specific. This is where you find what benefits to put into the name and description of your product.

A word of clarification – this task is not about search optimizing yet!
Right now we just want to find the words that real people use when they are looking for us. If I want to sell a course on how to set up a drip campaign, I need to know what YOU would type if you were looking for my course.

According to Google, only 800 people a month search for the term “drip campaign,” twice as many searchers know this  process as an “autoresponder,” but further searching shows me that 14,800 people search for “email marketing,” making this, by far, a better term to use when I describe my course!

When you are inside your own business, you tend to know the terms YOU would use. But unless you are selling to your competition, the words your customers would use are often very different. I could ramble on about drip campaigns and autoresponders till the cows come home but if my market wants to find it as “email marketing”, they aren’t going to understand that that’s what I’m offering – and they probably won’t even find me!

For the customer searching for “Email Marketing,” only one of these ads is going to be compelling.



Similarly, once you end up on my website, what content is more engaging?
A headline that reads: Discover Email Marketing with These Three Campaign Templates
Or one that reads: Discover How to Create Three Types of Drip Campaigns
As a customer, you want to know that I offer what you are searching for, if I use your words instead of mine, you know that we match up!
If I make sure I use your words in social media, my post will stand out to you.

Just like when you buy a Honda Civic, you suddenly notice that everyone has a Honda Civic, or when you are pregnant you feel like mommies-to-be are everywhere, your mind is keyed into what you are thinking in, filtering information to show you just what you are interested in.
If you want to get really geeky about this, do a quick search for Reticular Activating system to see how the brain filters and focuses with this process!

To learn more about connecting with your ideal customer, check out my courses.

If you need to understand how to wire it all together from Blog to Site to Search Optimizing and Social Media Posts, I recommend the Connection Equation – learn “what to say online and where to say it” to achieve your goals.
Check out all of my courses, complete with detailed video and worksheets to help you build your equation:

Cher Cunningham

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