Page 501 - Value Proposition Design: How to Create Products and Services Customers Want - PDFDrive.com
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We use Google AdWords to illustrate this technique because it’s particularly well
suited for testing based on its use of search terms for advertising (other services
such as LinkedIn and Facebook also work well).
1. Select search terms.
Select search terms that best represent what you want to test (e.g., the
existence of a customer job, pain, or gain or the interest for a value
proposition).
2. Design your ad/test.
Design your test ad with a headline, link to a landing page, and blurb. Make
sure it represents what you want to test.
3. Launch your campaign.
Define a budget for your ad/testing campaign and launch it. Pay only for
clicks on your ad, which represent interest.
4. Measure clicks.
Learn how many people click on your ad. No clicks may indicate a lack of
interest.
Where to apply?
Test interest early in the process to learn about the existence of customer jobs,
pains, gains, and interest for a particular value proposition.
