If you’re thinking about offering something – a piece of software, a service, training, or an e-book – you need to know if people are going to buy it. (And buy includes free stuff, because it costs their time.)
Getting the truth is surprisingly hard.
I used to think I’d just flat out ask people and they’d be honest with me, especially if I explained that I needed their honesty because I was about to place a big bet on it. Instead, it turns out people want to say yes because they don’t want to insult you and they figure you’ve already got your mind made up anyway.
@RobFitz‘s book The Mom Test explains how to get the honest answer using non-leading questions that get very specific answers. I know, you read that sentence and just say, “I just need to use non-leading questions that ask for specific answers,” and you’d be right. The premise is very short and simple.
The real value in this book is the examples, because people like you and me are just doing this for the first time.
It explains:
- How to find out if your buyer has a problem
- How much pain that problem is causing
- What pain relief options they’ve considered
- Why you have to memorize your 3 questions
- How to really understand the answers to get to the real product
It’s a fantastic book worth your money and your time.
