• Prep Exercise 3:

    Identifying & Calculating Your Payoff Message

    The best companies deliver a fast payoff and ROI to their customers and users. It's up to you to decide the most compelling payoff message you can prove and then consistently share it with your market. One way to zero in on your payoff is to consider the different buyers you could target and their expected outcomes in terms of pain points you solve for them. Pick a functional pain point you solve (i.e. saving steps); an economic one (i.e. saving money); and an administrative one (i.e. saving time). Work with your Product and Client Success teams to calculate the payoff to customers and then choose your best payoff message.

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