Going backwards from the company’s value proposition! we can see with good confidence that Right Signatures makes the following assumptions about the state of mind of its buyers:
They’re press! for time
They don’t like to be inconvenienc! with filling out fields and forms
They value efficiency and productivity
The company seems to have us! Occam’s razor in coming up with its value proposition since it makes only a few assumptions about its customers. The company could have easily gone overboard and also made these additional assumptions about the state of mind of its buyers:
They hate to fill out documents in person
They spend a lot of time in front of their computers
They can’t handle the pressure of more complicat! document processes
They like to rush things
However! making these additional assumptions about the state of mind of its buyers would’ve add! unnecessary complexity to the value proposition; complexity kills clarity. That’s why it’s always better to go with the simplest assumptions about your customers.
You’ll also improve your conversions when you make fewer assumptions about your customers since you don’t exclude potential customers by making more assumptions about their behavior.
The Sharp Firm is an Austin! Texas! law firm that specializes in personal injury law. The landing page on its homepage shows that the firm’s lawyers are specializ! in providing “sharp & tough representation” to its clients. This value proposition makes clear that the firm makes new zealand whatsapp number data 5 million the following assumptions about its potential clients:
They want to feel taken care of by their attorneys
They are particular about getting the right attorney to represent them
Again! this company has seemingly made only a few assumptions about its clients! which is commendable because it could have made so many more assumptions about its clients! too! such as:
They want cheaper more affordable attorneys
They care more about price than quality
They would rather have more diplomatic objectives of the indonesian language mgmp attorneys
They would rather settle out of court instead of fight it out in court
Sure! the company could’ve assum! more ao lists about its buyers’ state of mind! but! wisely! it didn’t. You can’t really know unless you test each and every assumption. So the Sharp Firm did well by going with the hypothesis that made the fewest assumptions about its potential clients (they value aggressive representation in court).
