My last blog introduced how to use a survey to refine your mission and messaging. We’ll now take a closer look at how that works.
The survey I conducted early in my business included 4 questions centered around how the participants handled their business presentation (logo, business card and website) when they first started. Business owners in this specific and early stage of business are the businesses I seek to serve. Following are the 4 questions I asked each participant. (Click here to download “Reap the Reward of Research/How to use a simple & short survey to refine the mission and messaging of your business” which outlines the complete survey process.)
- Did you hire someone or do it yourself?
- What was the biggest challenge or stressor (logo, business card or website)?
- What was your biggest fear about using the approach you used?
- If you could solve that problem and get what you want most, would you be willing to invest for the solution? How much?
Before I conducted the survey, my messaging was about what I do: design custom logos, layout vendor-ready business cards, and build WordPress® websites. Conducting the research and analyzing the results changed my messaging completely!
#1 identified the approach they chose which allowed me to track how that decision impacted responses to the other questions. For example, when they hired someone, their pain points related to the value they received for the money they spent. If they chose to do it themselves, they were concerned that their presentation looked amateurish.
#2 brought forward pain points relating to creativity, complexity and comfort using on-line programs. Websites in particular were stressful. If they hired someone, the stress came from the need to be perfect at launch because they would not have ongoing support. If they did it themselves, the stress continued to be worry that the presentation looked amateurish.
#3 brought forth a key pain point when they hired someone—limited design rounds meant they had to settle for something they weren’t happy with or pay more money. Those who chose to do it themselves continued to express concern that their efforts were amateurish.
#4 provided insight into the packages I should offer to address the pain points, and the price point for each.
Using the survey results to refine my messaging and offers, I now let prospective clients know:
- I put no limit on the number of design rounds
- I include two review and update windows so they can interact with clients, receive feedback, and incorporate it—with no additional charges
- I provide 24/7 access to all files that I create for them and a style guide so they know how to use them
- I offer training so they can update their new website on their own
As you can see, this is quite a change in messaging from what I do, to what my clients receive!