Combining my approach as a copywriter with my love of Theory of Constraints methodology provides us with a powerful blueprint for developing Mafia Offers (the irrefusable offer for your marketing strategy)
Here it is:
1. Elicit Perceived Constraints
From the customers perspective – what is in your way? (customers beliefs and frustrations related to the market)
- What are the UDEs (undesireable effects) – meaning, negative issues, fears, frustrations, problems, as related to the market?
- Why do you (the customer/market) think the UDEs exist? (searching causes)
- Begin with the frustrations they recognise, and then carry them to a deeper understanding of the hidden causes.
TOC Tools
- Evaporating Cloud
- Current Reality Tree
Notes:
- Real-life systems have one, maximum two, constraints (current reality tree)
- A problem is not precisely defined until it can be presented as a conflict between two necessary conditions (evaporating cloud)
Consider a generic outline of the constraints for a B2B based market:
- Of course, the ongoing question of business strategy is identifying where to place investment for maximum long-term returns.
- Identify the companies internal (resource and policy) constraints
- Identify the companies ‘market forces pressure on ROI’ (from competition, industry innovation, market trends such as product lifecycle, increasing costs, etc)
- Now: Link the companies internal constraints (what the real problem is) with their external forces pressure on ROI (the problems that they can better relate to, see and feel)
- Demonstrate the negative effects on ROI.  I.e. Income (which is being forced down) – costs (which are being forced up) / costs  = reducing ROI
- Advanced step: Represent in TOC lingo as ROI = Throughput – Operation Expense / Investment
- Get buy-in confirmation from market / prospect
2. Elicit Aspirations
Find out what the market/prospect actually [thinks they] want – regardless of connection with the previously identified problems and constraints.
- How do you want things to be?
- How would they be ideally?
- Do you know anywhere that such exists already?
Notes:
- Here we are eliciting buying criteria and researching features/benefits/advantages for what is necessary to create a Mafia Offer. This insight will be used in new service development.
- Besides what the market/prospect tells you through this conversation, you can also flip the previously created CRT on its head to help craft the complete FRT, essentially turning existing constraints and problems into an illustration of desired solutions and advantages.
TOC Tools
- Future Reality Tree
3. Elicit Expectancy
Again, from the customers (markets/prospects) perspective:
- What would need to happen, and what would need to exist, to actually achieve the aspirations (FRT), given our current staring position?
- What are the easiest parts to accomplish, and which parts are the most difficult, or even seemingly ‘impossible’?
TOC Tools:
- Pre-Requisite Tree
- Transitions Tree
4. Identify the ‘Magic Bullet’
Now you just need to magically combine all of this research into a winning offer.
[mc src="http://www.youtube.com/watch?v=Ch8uCOPbH7I" type="youtube"]Unrefusable offer[/mc]
If you want to know how, pick up a copy of my white paper on the copywriters process.  Check it out: The Copywriters Selection Process white paper.
5. Take the Magic Bullet to Market
The complete engagement process to develop a Mafia Offer can not happen in a stuffy meeting between company directors who prefer to play with numbers and pat each-other on the back yet remain little more than ‘spreadsheet millionaires’… rather than facing the necessary nitty-gritty detail of primary market research. Â It’s a dirty job. But for the sake of profitability, someone’s got to do it…
…However, the most powerful form of market research is not through customer satisfaction surveys or expensive focus groups, but an in-situ process of taking an idea to market and letting the market show you what they want to buy — an exciting and reliable approach to market research that facilitates rapid business growth for long-term competitive advantage.
If you want to know how I do it, check out my freelance page.
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{ 1 comment… read it below or add one }
This is a very timely article. I am currently into the nitty-gritty details of lifestyle changes. The tremendous amount of research and documented success that you have provided is greatly appreciated.
Your information products and services have allowed me to have a practical way to make adjustments to world markets as well as local. You integrated world view and experience have given me many remarkable tools.
I am no longer afraid to experiment with new ideas and methods. I expect that “The Mafia Offer” is going to be just as innovative and successful. Your Copywriter’s Selection Process White Paper is very insightful.