Laddering
What is Laddering?
It is a method of asking a series of probing questions to dig deeper into a topic. The goal is to gradually get to the core of the matter. The answer to each question is broken down by the questioner into components to reach the motive that determined it.
Laddering scheme:
Questioner: Why did you choose A?
Respondent: Because B.
Questioner: Why B?
Respondent: Because C.
Questioner: Why C?
Respondent: Because… (reaching the core of the matter).
Laddering and benefit language
Laddering helps us determine the customer's motivations for purchasing. We can also use it when creating descriptions. It can direct us to what we should refer to in order to evoke in the recipient a desire to acquire the product/service.
We should ask ourselves several questions that will serve to analyze our product:
What is it?
What does it give the customer?
What will the customer get from it?
How does it look in practice?
What is it?
An English language course
What does it give the customer?
Knowledge of the English language
What will the customer get from it?
Higher qualifications, easier job search, ability to communicate in the language, confidence in contacts with foreigners
Read also:
Useful links:
https://lepszymarketing.pl/laddering-marketing-jak-wykorzystac-te-technike-by-sprzedawac-wiecej/
https://candyweb.pl/jezyk-korzysci-jak-pisac-teksty-ktore-sprzedaja/