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Uncover their goals, struggles and language
Your "job". Figure out how your product will fit into people lives.
- Find somebody who has recently bought your product, or interview someone who purchased a competitor's product or asked for alternatives.
- Ask them to walk you through the purchase process step-by-step, from when they first realised they were struggling with that goal.
- Ask questions to understand what they were struggling to do, where they looked for help, which alternatives they tried.
- When they use vague terms like "better" or "flexible", ask them to unpack it for you.
- Capture their exact words.
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If you're struggling to find product/market fit,
After a few interviews, you should start to see patterns. You should now have a list of people's goals "I want to...", "I wish it were easier to..." and struggles "I hate it when..." "I'm tired of...", "Why can't I just...".
A simple purchase decision is framed within a larger context in customers' lives. As marketers, that context is critical as the words in their heads will show their situation more than your product.
A/B testing can show which headline gets more clicks but can't tell you why. Therefore, ensure your words mean what your prospects have in mind when they read them.
Test your new headline against your current one.
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Product-market fit doesn’t always mean that every collection you release sells out in seconds. But it does mean that people find out about your store by word of mouth, or that you have a steady stream of customers and sales, or that your product solves a problem within a larger, lucrative market. Let us find out what product-market fit is, how to prove your product concept, and how to use marketing and customer feedback to find it.
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