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Fizzle's-Defining-Your-Audience.pdf

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brought to you by Defining your audience A chewable guide to customer research (so you can make stuf they’ll love) FIZZLE!!! 1 You’ve got to start with a small, intense fre. It’s impossible to make something that a large number of people want a lot. You’ve got to know who those frst users are and how you’re gonna get them. And then you just sit down and have a party with those frst users, focus entirely on them, and you make them super, super happy.” ~ PAUL GRAHAM ~ “ 2 YOU (THE
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  brought to you by Defining your audience  A chewable guide to customer research (so you can make stu  ff   they’ll love)  1 You’ve got to start with a small, intense  󿬁 re.  It’s impossible to make something that a large number of people want a lot. You’ve got to know who those  󿬁 rst users are and how you’re gonna get them.  And then you just sit down and have a  party with those  󿬁 rst users, focus entirely on them, and you make them super, super happy.”  ~   P AUL G RAHAM ~  2 Y OU ( THE ENTREPRENEUR )  WORK HARD  — really hard —   to get your thing done, developing the idea, making the thing, 󿬁 nalizing it, up-loading it to Gumroad and clicking “Publish.” And then you say to  yourself, “phew, here goes nothing” as you copy and paste the link into your Twitter app... and click “Tweet.”You come back to your Gumroad dashboard… you wait… you look back to the twitter stream… “did it go out?”… pull up your account at Twitter.com just to be sure… “yea, it published”… back to Gumroad… refresh… no sales yet… make a cup of co ff  ee… “I just need to get my head out of this for a bit”… come back in 3 minutes… nothing… come back the next day… nothing... come back the next week...No sales. No retweets. No love… just crickets.  A brutal — but worthwhile — pattern has evolved as I’ve watched hundreds of entrepreneurs develop and launch their things at Fizzle.co  W HAT DO THEY CARE ABOUT ? They care about themselves, their needs, their wants, their loves. De 󿬁 ning your audience is the process of discovering WHO  could care about THIS  thing you’re making  BEFORE   you waste a bunch of time making it. It’s a simple set of tools and tactics to determine  IF   your idea is any good, and which speci 󿬁 c parts of the idea you should make 󿬁 rst... because you DON’T have to have the crickets moment. It’s been the toolset of advertising and marketing experts for years, the secret sauce energizing all of the campaigns  you’ve seen (certainly all of them you still remember). And now we can use these tools ourselves before we risk too much... for crickets.This short book will guide you through some of the basic concepts in audience de 󿬁 -nition (or “customer development” as our friends in the lean startup movement call it). There are notes from interviews with successful founders which will show you there’s no single way to de 󿬁 ne your audi-ence and understand your market’s needs. The entrepreneurs featured here are all in-dependent successes, and they’ve all tried di ff  erent methods (with a few notable con-sistent methods).You’ll also 󿬁 nd worksheets and exer-cises to get to work on this process with  your business immediately. There’s a better way to build a sustain-able, independent business than making a bunch of assumptions and hoping for the best. De 󿬁 ning your audience is a critical milepost on that way and this is the shortest/strongest guide to get you there. “Get the right head, heart + data about your audience. @Fizzle’s Guide to De  󿬁 ning Your Audience.” TWEET THIS 3 As painful as it is, you just learned something essen-tial: nobody gives a shit.  Nobody cares about you or  your product. You’re not entitled to any sales or clicks or shares or love simply because you made a thing. Nobody cares about your thing.
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