Researcher: Why did you buy this particular watch?

[sumaiyakhatun25]

Interviewee: I bought it because it has a very classic design.

Researcher: Why is classic design so important to you?

Interviewee: Classic design is important to me because I appreciate classic elegance.

Researcher: Why do you value classic elegance?

Respondent: Because I am fascinated by the culture of the 1950s. Back then, real men walked the earth and that was how they dressed.



By asking a series of appropriate questions, it was possible to establish that buying a watch brazil rcs data is not so much about its appearance, but about the feeling of being a real man, adapting to an admired model, etc.

This is of course a great simplification . The method is more complicated, difficult and requires the researcher to be able to lead the "interrogated" in such a way as to finally extract the key answer that will help push the action forward.

The most important thing, however, is that we understand the basics of how it works, because that's where specific advice on how to write better lies.

How to use laddering to write in the language of benefits?
Just as laddering is designed to determine a customer's motivations for making a purchase, using this technique when creating descriptions will help us determine what we need to appeal to in order to persuade them to make a purchase.

So let's apply the model of asking probing questions to analyzing our own product and extracting what the customer actually gets from it/wants from it. In my opinion, the three fundamental questions should be:



1)What is this?

2) What does this give the customer?

3) What does it give to the customer that you give it to him?



Strange? An example should make things clear. Let's say we have to write a convincing description of a dance school that will encourage potential buyers to sign up for a course. So, in order: