Jobs-To-Be-Done Is One Part Of Optimal Marketing -- Small Businesses Discussion Forum

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Subject: Jobs-To-Be-Done Is One Part Of Optimal Marketing

Author:
Dennis S. Vogel

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Date Posted: 00:26:15 07/28/13 Sun
In reply to: Clarification 's message, "Jobs-To-Be-Done Alone Are NOT Sufficient" on 16:37:19 07/27/13 Sat

Thank you for contributing to our knowledge base.

I agree: The Jobs-To-Be-Done paradigm is vital, yet it's only one part of optimal marketing.

I'm using my post to expand on some points you made. I'm directing my points to all readers.

However limited human needs & desires may be, there are many ways to fulfill those.

As important as any paradigm or method is/may be, we shouldn't disregard or discard other approaches.
Geographics, demographics, psychographics, sociographics & economics affect which jobs/results are prioritized above others.

Geographic, demographic, psychographic, sociographic & economic factors & issues determine what our needs & desires are, plus how we can fulfill those. Those factors & issues even determine when we strive for fulfillment & if we have any chance of achieving fulfillment of any particular desire or need.

Examples: Shelter, clothing & transportation are results (jobs-to-be-done) we consistently need. Even after obtaining a means of fulfillment, we often need to maintain (possibly repair) what we have. Since we have different desires, our definitions of what's important may be vastly different. Luxury cars provide more than is strictly necessary for transportation. While driving & riding in luxury cars, the comfort people feel is apt to more than physical. Status feels good even if it�s only in the drivers' & riders' minds. Yet to other consumers it's foolish & wasteful if any excess resources are required to manufacture, drive & maintain luxury cars (compared to less expensive cars).

We should pay attention to how people verbally express their needs & desires. We need to earn consumers' trust so they'll help us understand how they experience needs & desires. It's valuable to know how their feelings, thoughts & experiences change. Their perceptions change from the time a need/desire arises, during the time they search for solutions (resources needed for fulfillment), while they implement solutions & when they achieve fulfillment.

Unless people try to disguise their feelings, they indicate how important those subjects are to them by how & how much they talk/write about subjects.

Our products & services promotions should match what & how prospective buyers perceive, think & feel about we offer.

When designing your advertising, imagine people inquiring about a product you don't know. What would these highly interested people say to describe what they want? Since you haven't bought it for your inventory, how would they persuade you to invest in adding the product to your inventory (other than promising to buy a lot of units & pay high prices)? How would they demonstrate the product's importance?

You could go beyond this & ask people to bring you ideas for your inventory. Ask them to be advocates & give you persuasive descriptions.

Some wouldn't be comfortable doing this, but they may have sales materials &/or other documentation that persuaded them they should buy the products. Other consumers may be convinced by whatever persuaded the advocates.

Dennis S. Vogel
thrivingbusiness@email.com
Successful customer service is knowing what's important
to people & helping them get those important things.
Learn how to help your market niche.
Please click here for free information.
http://www.lakefield.net/~thrivingbusiness/

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