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Wowzo

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Wowzo targets avid fiction readers who prefer digital platforms for convenience and value speed.

Audience Type

  • B2C
  • Avid fiction readers, e-reader users

Needs – Primary Buying Considerations

  • Quick access to fiction books
  • High-quality, customized reading material

Demographics

  • Age Range: 18-45
  • Gender: Both
  • Geography: Netherlands initially, with potential to expand
  • Income Level: Low to mid, given the $0 - $10 monthly subscription
  • Profession: Likely diverse, primary determinant is interest in reading fiction

Psychographics

  • Lifestyle: Digital-centric, value convenience and speed
  • What they value: Reading, personalization, time-efficiency
  • Pain Points: Finding quality, personalized fiction books quickly
  • Buying Behavior: Likely to respond well to subscription models, impulse buyers

Secondary Target Market (only if applicable)

  • N/A

2. My Message to My Target Audience

Refined Elevator Pitch

  • Wowzo provides fiction book lovers with a customized reading experience within two hours, through our speedy service and quality guarantee, so they can immerse themselves in a bespoke world of imagination.

Understanding Their Pain Points

  • Lack of personalized reading content
  • Stuck with generic fiction books
  • Time-consuming searches for ideal story

Transformation

  • Unique, customized books on demand
  • Personalized reading joy
  • Quick and satisfying reading sessions

Unique Selling Proposition (USP)

  • Speedy book generation
  • High-quality, personalized content
  • Direct purchase from our marketplace

Brand Values & One-Liners

  • 'Your perfect book, written under two hours.'
  • 'Tailored stories, instant gratification.'
  • 'Dive into a world made just for you.'

Tone

  • Wowzo embraces a tone that is enthusiastic, imaginative, and customer-centered. Our aim is to evoke a sense of wonder, curiosity, and personal connection.

Hero Text Idea

  • Flag Text: 'The Netherlands' Fastest Custom-Book Service'
  • Main Headline: 'Personalized Fiction Books in Just Two Hours'
  • Sub Headline: 'Discover the joy of a story written just for you. Read it in under two hours.'
  • CTA: 'Start Your Custom Book Journey Now'

3. The Media I Will Use to Reach my Target Market

Website

  • Improve positioning via compelling copy and visuals centered on USP
  • Integrated blog to share updates, news and author insights
  • Track conversions such as subscription sign-ups, book purchases, and time spent on site

Social Media

  • Focus on Instagram and Facebook for promoting new book releases, sharing customer reviews and author features
  • Posting frequency: 3-5 times per week
  • Live sessions featuring authors/brief reading sessions to engaged users

Paid Advertising

  • Use Sponsored posts on Facebook and Instagram targeting fiction book readers, aged 18-45 in the Netherlands
  • Google Ads to increase visibility for search terms like "customized fiction books" and "fast reading material"

Content Recommendations

  • Blog posts on "How to get the most from your personalized book", "Top 5 genres for customized reading"
  • Social media posts featuring customers' reading experiences

Partnerships & Outreach

  • Collaborate with local e-reader manufacturers and literature festivals for co-promotions
  • Partner with universities and libraries for special subscriptions

SEO and Content

  • Focus on long-tail keywords like 'customized fiction books', 'fast personalized reading'
  • Encourage user-generated content for organic visibility

Offline and Local Media

  • Sponsor local book clubs or reading festivals
  • Collaboration with local bookstores for offline promo codes

Online Events

  • Host webinars with authors
  • Virtual book releases on the platform

Online Networking

  • Engage in Book Reading communities on Quora and Goodreads
  • Active participation in Facebook groups related to reading and e-books

Cold Outreach

  • Launch an email marketing campaign targeted towards a list bought or curated from reading groups
  • LinkedIn connection with teaching staff of literature courses
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free sample of a personalized book
  • Quiz: 'Find Your Perfect Book Genre'
  • Discount code for first personalized book after subscribing to the newsletter

Tripwire Offer

  • Special promo: First month subscription for $1
  • Special offer: Buy one full book, get a mini-book for free

Welcome Sequence

  • Immediate thank you email with access to lead magnet
  • Follow-up email introducing the platform and its benefits
  • Promotion email with the tripwire offer
  • Regular updates on new releases and author spotlight

Segmentation

  • Segment leads based on favorite book genre
  • Segment leads based on frequency of purchases
  • Segment leads based on the type of lead magnet they engaged with

Chatbot and Automation

  • Implement a chatbot for quick customer inquiries
  • Automated email response with lead magnet after user sign-up
  • Automation for follow-up emails depending on engagement level

2. My Lead Nurturing System

Marketing CRM

  • Recommended Platform: HubSpot CRM
  • Features needed: Contact management, Email marketing, Lead generation, Marketing automation
  • Improvement: Initial setup, integration with website and email

Sales CRM

  • Recommended Platform: HubSpot Sales Hub
  • Process: Track sales conversions, abandonment, average sale time

Automated Follow-Ups

  • Post-opt-in: Thank you email with lead magnet
  • Cart abandonment: Retarget with special offer
  • Reactivation: Discount for returning customers

Newsletter

  • Frequency: Bi-weekly
  • Topics: 'New Releases', 'Author Spotlight'
  • Segmentation: Based on customers' preferred genres

Retargeting & Ads

  • Platforms: Facebook and Instagram for retargeting, Google Ads
  • Goals: Increase brand awareness, drive traffic to website

Social Media and Content

  • Posting frequency: 3-5 times per week
  • Content form: Images of new books, short author interviews, flash sales

Webinars and Events

  • Suggested Cadence: Monthly webinars with authors
  • Purpose: Engagement, brand connection

Other Nurture Channels

  • Chatbot for instant customer service
  • Automated emails for follow-up, reactivation, and newsletters

3. Sales Conversion Strategy

Sales Process

  • Highlight path: Choose parameters -> Make payment -> Receive customized book
  • Ease friction points with FAQ section addressing common concerns
  • Implement workflows for follow-up emails post-purchase

Sales Assets

  • Develop a how-to guide for new users navigating the platform
  • Create an objection-handling script addressing queries about customization and speed

Testimonials and Case Studies

  • Request reviews post-purchase, for use on platform and social media
  • Curate a 'Wall of Love' showcasing customer feedback on website

Conversion Rate Insights

  • Use website analytics to track conversion rate from visitor to customer
  • Regularly review and implement conversion rate optimization strategies

Urgency and Offers

  • Limited-time promotions for first-time users
  • Early bird discounts for pre-orders of upcoming genres or authors

Guarantees and Risk Reversal

  • Offer a 'Satisfaction Guarantee' ensuring quality within the promised timeline
  • Clearly outline refund and resolution process on platform

Shock and Awe

  • Send digital thank-you notes post-purchase, with an exclusive offer on next purchase
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with a quick guide on how to set parameters for book customization.
  • A brief video tutorial available on the website to help new users.

Communication Cadence

  • Monthly summary email highlighting newly added book categories or features.
  • Instant confirmation email after every purchase made.

Client Education

  • A 'How It Works' page on the website to explain the product generation process.
  • FAQs and troubleshooting guide for common issues.
  • Free demo book option to let clients experience the service.

Personalized Touches

  • Celebratory email after completion of the first 1, 5 and 10 books with a small discount for next purchase.
  • Birthday wish email with a free quick book offer.

Visuals and Documentation

  • Digital certificate with each purchase, serving as a receipt and ownership record.
  • Daily auto-updated ranking lists on the website showcasing the most popular book categories.

Feedback and Proactive Support

  • Quick-response customer support through chat on the website.
  • Online survey for feedback after each purchase, with optional reward like a discount on next purchase.

Guarantee or Promise

  • Satisfactory quality guarantee; if not satisfied, next book free.
  • All books generated in under 2 hours, guaranteed.

Operational Excellence

  • Maintain consistency in delivering books within the promised 2 hours.
  • Smooth and user-friendly website interface guaranteeing easy navigation.
  • Strict customer data privacy security measures.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer an annual subscription at a discounted rate to encourage long-term commitment

Upsells & Cross-Sells

  • Offer premium themed collections for holidays or popular genres as an add-on
  • Promote customized bookmarks, book covers, or personalized reading lists as upsells

Bundling & Packaging

  • Introduce tiered subscription plans with varying levels of personalization and speed

Loyalty & Retention Programs

  • Reward points for every purchase that can be used for future purchases or add-ons
  • Referral system rewarding both existing customers and referred new customers

Custom Services and Personalization

  • Higher-tiered plans should include special requests or custom book lengths

Pricing Strategy

  • Offer lower cost trial for first month to hook new users
  • Test different pricing tiers and measure response rates, optimize pricing accordingly

Customer Data and Insights

  • Implement basic tracking to follow user preferences, reading habits, and upsell success to improve offerings

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a free book for each successful referral
  • Exclusive book variations for referees

Shareable Assets

  • Creatively designed referral codes
  • Visually appealing email templates for easy sharing
  • Personalized social media posts about referrals

Timing and Triggers

  • Ask for referrals after completion of a book
  • Trigger automated referral requests after each payment

Client Success Stories

  • Feature testimonials and book reviews on the website
  • Share success stories on social media to inspire referrals

Referral Contests

  • Quarterly 'Refer and Win' contest
  • Reward top referrers with free 6-month subscription

Thank-You Experience

  • Thank you email with a surprise book for top referrers
  • Share top referrer's story on the website and social media

Take Your Marketing Plan to the Next Level

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