Segments, scored
Candidate segments come out of your brief, your site copy and the conversations your market is already having. Each one is scored on problem severity, audience size and readiness to pay, and the scores add up to a ranking.
It also names the segments to drop, with the reason.
The top three in detail
- Jobs to be done, split into functional, emotional, personal and social.
- Pain points and objections as direct quotes.
- The triggers that start the search.
- What they use now and where it stops working.
- Their vocabulary, insider and outsider terms.
- An audience map with the communities named.
Sources on every line
Claims are tagged with where they came from: your brief, your site copy, reviews, community research. Anything still an assumption is marked hypothetical.
Voice of customer
Quotes from the people you sell to, each with its source next to it. Underneath, how you describe those same people on your own site.
Themes and anti-patterns
The recurring themes in your market, and then the moves that make this audience leave: pricing hidden behind a demo call, dashboards that answer nothing, claims with no proof.
Each anti-pattern comes with what to do instead.
What it feeds
- Keywords: the phrases these people type.
- Communities: the subreddits and threads from the audience map.
- Content angles: the problems worth a video or an article.
- Replies and posts, written for the segment with that problem.
Editing
Cut a segment that is not yours, promote the one you keep meeting in calls, fix a phrase that sounds off. What comes after follows your version.