Articles
Here’s a free resource for helping you get into the mind of buyers.
- Jobs-To-Be-Done Basics
- Validating and Discerning
- Copywriting
- Struggle-First Landing Pages
- Consulting and Freelancing
- Buyer Research, Churn, and Purchase Interviews
- Optimizing & A/B Testing
- Example Sites
My tip: start with just ten articles, picked for you, delivered over ten weeks.
1. Jobs-To-Be-Done Basics
The theory of buyer behavior popularized by Clayton Christensen is found throughout these articles, and so it pays to get the basics.
2. Validating and Discerning
Discernment is key. Should you build that feature? Will that product work? It’s best to be real with yourself: you’ll be making bets. And yet, good theory predicts behavior. If you can create a solid narrative of when and how often buyers will experience a struggle, and if you can be patient, you can hone down ideas worth investing in.
3. Copywriting
It gets easier the more you get into the mind of your buyer.
4. Struggle-First Landing Pages
Perfect for when your audience has no established mindset for the solution to their problem, struggle-first landing pages start by mirroring back the struggle of the visitor so they can say “I feel understood!”
5. Consulting and Freelancing
I wrote some articles on applying buyer psychology to consulting and freelancing. In fact, I think most people wanting to jump straight from employment to product should consider freelancing. Start small and stay sharp.
6. Buyer Research, Churn, and Purchase Interviews
You’ll see some articles from above are listed here too. If cancellations to your product are causing you to double down on customer research, these articles are it.
7. Optimizing & A/B Testing
You need a lot of traffic for real A/B Testing, but thankfully you can sharpen your pages with this imperative: help people make progress.
8. Example Sites
Some of these sites no longer exist, but be sure to check out the 5-part teardown and analysis and recommendations for inscheduler.com further down.