Insight Khach Hang
Thu thap thong tin
Hoi user toi da 4 cau sau truoc khi bat dau:
- San pham / dich vu cua ban la gi? (Nganh, phan khuc gia, dia ban hoat dong)
- Khach hang hien tai cua ban la ai? (Gioi tinh, do tuoi, muc gia thuong mua, kenh ho tim den ban)
- Ban co du lieu khach hang chua? (Data CRM, comment/inbox, review, khao sat — neu co, chia se)
- Ban muon hieu khach hang de lam gi? (Viet content? Chay ads? Dinh vi lai? Ra san pham moi? Cai thien dich vu?)
Phan biet Consumer vs Shopper
Khong phai ai mua cung la nguoi dung, va nguoi dung khong phai luc nao cung la nguoi quyet dinh mua:
|
Consumer (Nguoi dung) |
Shopper (Nguoi mua) |
| Dinh nghia |
Nguoi truc tiep su dung san pham/dich vu |
Nguoi bo tien ra mua |
| Quan tam |
Trai nghiem, hieu qua, cam giac |
Gia, tien loi, gia tri nhan duoc |
| Quyet dinh dua tren |
"Co tot cho minh khong?" |
"Co dang tien khong?" |
| Vi du (Spa) |
Nguoi di lam da |
Nguoi dat lich + thanh toan (co the la chong, me, ban) |
| Vi du (Khoa hoc) |
Hoc vien |
Phu huynh tra tien |
| Vi du (Do tre em) |
Tre em |
Bo me |
Cau hoi xac dinh
- Consumer va Shopper co phai cung 1 nguoi khong?
- Neu khac nhau: ai anh huong quyet dinh mua? Ai anh huong trai nghiem?
- Content can nham vao ai? (Thuong la ca hai — nhung goc do khac nhau)
Framework Insight 4 giai doan
Moi giai doan trong hanh trinh mua hang co insight khac nhau:
Giai doan 1 — Awareness (Ho chua biet ho can)
| Yeu to |
Noi dung |
| Trang thai |
Chua nhan ra van de, hoac biet nhung chua tim giai phap |
| Cau hoi trong dau ho |
"Ai cung vay ma?" / "Co can lam gi khong nhi?" |
| Rao can |
Khong biet van de ton tai, hoac chua du dau de hanh dong |
| Content can thiet |
Cham noi dau, giao duc, goi y van de |
| Kenh hieu qua |
TikTok (reach), Facebook Reels, blog SEO |
| Vi du insight |
"Ho biet da minh xau di nhung nghi do troi nong, chua nghi den skincare routine" |
Giai doan 2 — Consideration (Ho dang so sanh)
| Yeu to |
Noi dung |
| Trang thai |
Biet can giai phap, dang tim va so sanh cac lua chon |
| Cau hoi trong dau ho |
"Cho nao tot hon?" / "Co dang tien khong?" / "Ai da thu chua?" |
| Rao can |
Qua nhieu lua chon, so chon sai, thieu thong tin |
| Content can thiet |
So sanh, review, case study, quy trinh, FAQ |
| Kenh hieu qua |
Google Search, YouTube, Facebook Group, Zalo OA |
| Vi du insight |
"Ho doc 5 review nhung van chua dat lich vi so bi tu van ep mua" |
Giai doan 3 — Conversion (Dieu gi khien ho quyet dinh)
| Yeu to |
Noi dung |
| Trang thai |
Da chon xong, can 1 cu hich cuoi cung |
| Cau hoi trong dau ho |
"Mua bay gio hay doi?" / "Co uu dai gi khong?" / "Dat o dau?" |
| Rao can |
So het tien, so mua roi hoi han, quy trinh dat phuc tap |
| Content can thiet |
Uu dai, khan cap, social proof manh, CTA ro rang |
| Kenh hieu qua |
Messenger/Zalo (tu van 1:1), Landing page, Retarget ads |
| Vi du insight |
"Ho da sẵn sàng mua nhung can chong dong y — nen gui thong tin cho ca hai" |
Giai doan 4 — Retention (Tai sao ho quay lai hoac khong)
| Yeu to |
Noi dung |
| Trang thai |
Da mua/dung — dang danh gia co quay lai khong |
| Cau hoi trong dau ho |
"Co dang tiep tuc khong?" / "Co cho nao tot hon khong?" / "Co gi moi khong?" |
| Rao can |
Quen, khong co ly do quay lai, trai nghiem lan truoc chua tot |
| Content can thiet |
Follow-up, gia tri doc quyen, chuong trinh khach than thiet |
| Kenh hieu qua |
Zalo OA broadcast, Email nurture, Community VIP |
| Vi du insight |
"Ho thich dich vu nhung khong quay lai vi khong ai nhac — ho can ly do, khong chi uu dai" |
Jobs To Be Done (JTBD)
Khach hang khong mua san pham — ho "thue" san pham de hoan thanh 1 "cong viec":
3 tang JTBD
| Tang |
Dinh nghia |
Cau hoi |
Vi du (Spa) |
Vi du (Khoa hoc MKT) |
| Functional |
Cong viec thuc te can hoan thanh |
"Ho can lam gi?" |
Tri mun, lam sach da |
Hoc cach chay ads |
| Emotional |
Cam xuc ho muon dat duoc |
"Ho muon cam thay the nao?" |
Tu tin, duoc cham soc |
An tam, khong so sai |
| Social |
Hinh anh ho muon nguoi khac nhin thay |
"Ho muon nguoi khac nghi gi ve ho?" |
Dep, chuyen nghiep |
Gioi, thanh cong, cap nhat |
Template JTBD
Khi [tinh huong / boi canh],
toi muon [hanh dong / giai phap],
de toi co the [ket qua mong muon],
va cam thay [cam xuc muc tieu].
Vi du:
- "Khi da minh len mun truoc cuoc hop, toi muon tim cho lam da gap, de toi co the tu tin trinh bay, va cam thay chuyen nghiep."
- "Khi khong biet chay ads mat tien, toi muon hoc tu nguoi da lam, de toi co the tu chay duoc, va cam thay khong con phu thuoc agency."
Persona Builder
Template chan dung khach hang
Persona: [Ten dai dien]
Demographics (Nhan khau hoc)
| Yeu to |
Gia tri |
| Gioi tinh |
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| Do tuoi |
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| Noi song |
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| Nghe nghiep |
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| Thu nhap hang thang |
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| Tinh trang gia dinh |
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| Trinh do hoc van |
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Psychographics (Tam ly hoc)
| Yeu to |
Gia tri |
| Gia tri song |
[Ho coi trong dieu gi nhat?] |
| Noi so |
[Ho so dieu gi nhat khi mua hang?] |
| Khao khat |
[Ho muon dat duoc dieu gi?] |
| Niem tin |
[Ho tin tuong dieu gi? Nghi ngo dieu gi?] |
| Phong cach song |
[Mo ta 1 cau] |
Behaviors (Hanh vi)
| Yeu to |
Gia tri |
| Kenh thong tin chinh |
[TikTok? Facebook? Google? Ban be?] |
| Thoi gian online |
[Sang/Trua/Toi? Bao lau?] |
| Thoi quen mua sam |
[Online/Offline? So sanh truoc mua?] |
| Nguon tin tuong |
[Review? KOL? Ban be? Chuyen gia?] |
| Rao can mua hang |
[Gia? Thoi gian? So rui ro? Thieu thong tin?] |
| Hanh vi sau mua |
[Review? Gioi thieu? Im lang? Khieu nai?] |
Media Consumption (Tieu thu noi dung)
| Kenh |
Muc do su dung |
Loai noi dung hay xem |
| TikTok |
Nhieu / Vua / It / Khong |
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| Facebook |
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| Instagram |
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| YouTube |
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| Zalo |
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| Google Search |
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| Blog / Website |
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| Email |
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| Podcast |
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Hanh trinh khach hang (Customer Journey Map)
Template hanh trinh
| Giai doan |
Diem cham (Touchpoint) |
Hanh vi |
Suy nghi |
Cam xuc |
Rao can |
Co hoi |
| Nhan biet |
[Thay ads? Doc bai? Nghe ban gioi thieu?] |
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| Tim hieu |
[Search Google? Xem review? Vao website?] |
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| Can nhac |
[So sanh voi doi thu? Hoi ban? Doc comment?] |
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| Quyet dinh |
[Nhan tin? Goi dien? Dat lich?] |
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| Mua/Dung |
[Den cua hang? Thanh toan online? Trai nghiem?] |
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| Sau mua |
[Hai long? Review? Quay lai? Gioi thieu?] |
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Xac dinh "Moment of Truth"
| Moment |
Mo ta |
Hanh dong cua ban |
| Zero Moment (ZMOT) |
Khach search/hoi truoc khi den ban |
SEO, review, noi dung giao duc |
| First Moment (FMOT) |
An tuong dau tien khi gap san pham/dich vu |
Hinh anh, bao bi, giao dien website, profile kenh |
| Second Moment (SMOT) |
Trai nghiem thuc te khi dung |
Chat luong dich vu, quy trinh, thai do nhan vien |
| Ultimate Moment (UMOT) |
Khach chia se trai nghiem |
Khuyen khich review, referral, UGC |
Insight Validation — Kiem chung insight
Khong phai moi phat hien deu la insight. Mot insight that phai vuot qua 3 bai kiem tra:
Bo 3 tieu chi
| Tieu chi |
Cau hoi kiem tra |
Dat / Khong dat |
| TRUE (Dung) |
Phat hien nay co dua tren du lieu/quan sat thuc te khong? Hay chi la gia dinh? |
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| TENSION (Cang thang) |
Co su mau thuan, kho xu, hoac nhu cau chua duoc giai quyet khong? |
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| ACTIONABLE (Hanh dong duoc) |
Ban co the lam gi voi insight nay? No dan den content, san pham, hoac chien luoc cu the khong? |
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Vi du kiem chung
| Phat hien |
TRUE? |
TENSION? |
ACTIONABLE? |
La insight? |
| "Phu nu 25–35 thich cham soc da" |
Co, nhung qua chung |
Khong co tension |
Khong cu the |
KHONG — qua chung chung |
| "Ho biet da minh xau di nhung do loi thoi tiet, khong nghi den routine" |
Co — thay trong comment |
Co — mau thuan giua nhan biet va hanh dong |
Co — content giao duc de thay doi nhan thuc |
CO — insight manh |
| "Ho muon di spa nhung so bi tu van ep mua them" |
Co — review va inbox |
Co — muon dich vu nhung so mat kiem soat |
Co — cam ket khong upsell, gia minh bach |
CO — insight manh |
Internal Monologue (Doc hieu nay chua noi)
Khach hang khong bao gio noi thang nhung gi ho nghi. Phan nay ghi lai "giong noi ben trong":
Template Internal Monologue
| Giai doan |
Ho noi |
Ho thuc su nghi |
Y nghia cho ban |
| Awareness |
"Binh thuong thoi ma" |
"Sao nguoi ta dep the nhi? Minh co van de gi khong?" |
Content cham nhe, khong ep |
| Consideration |
"De xem cho nao tot" |
"Nhieu qua, khong biet dau that dau gia, lo chon sai" |
Content so sanh trung thuc, khong khoe |
| Conversion |
"De suy nghi da" |
"Muon lam nhung chua dam — so mat tien, so khong hieu qua" |
Giam rui ro: trial, bao hanh, review that |
| Post-purchase |
"Ok duoc" |
"Khong biet co nen quay lai khong — chua ai hoi tham" |
Follow-up, cham soc sau ban, uu dai quay lai |
Nguon de capture Internal Monologue
| Nguon |
Cach khai thac |
| Comment tren post doi thu |
Doc comment hoi, phan nan, khen — nhat la comment dai |
| Inbox/tin nhan cua ban |
Cau hoi lap lai nhieu nhat = noi lo lon nhat |
| Review (Google, Shopee, Facebook) |
Review 3 sao quy nhat — co ca khen va che |
| Group Facebook nganh |
Bai hoi y kien, bai than thu, bai so sanh |
| Khao sat khach cu |
Hoi mo: "Dieu gi khien ban do du truoc khi mua?" |
Phan tang hanh vi (Behavioral Segmentation)
Vuot qua demographics — phan loai theo hanh vi thuc te:
6 chieu phan tang
| Chieu |
Cach phan loai |
Vi du phan khuc |
| Tan suat mua |
1 lan / Lap lai / Thuong xuyen |
Khach thu vs Khach quen vs Khach VIP |
| Gia tri don |
Thap / Trung / Cao |
Khach tiet kiem vs Khach san sang chi |
| Kenh den |
Organic / Paid / Referral |
Khach tu TikTok vs Khach tu ban be gioi thieu |
| Hanh vi tuong tac |
Xem / Like / Comment / Mua |
Follower tham lang vs Fan trung thanh |
| Giai doan vong doi |
Moi / Dang dung / Ngung / Quay lai |
Khach moi vs Khach churn vs Khach win-back |
| Muc do trung thanh |
Chua trung thanh / Trung thanh / Advocate |
Khach mua vi gia vs Khach mua vi brand |
Bang phan tang hanh dong
| Phan khuc |
Dac diem |
Content phu hop |
Kenh |
Uu dai |
| Khach moi (chua mua) |
Moi biet den, dang tim hieu |
TOFU: giao duc, social proof |
TikTok, Facebook, Google |
Trial, dung thu |
| Khach da mua 1 lan |
Da trai nghiem, chua quay lai |
MOFU: gia tri them, case study |
Zalo OA, Email |
Uu dai lan 2 |
| Khach quay lai (2+) |
Hai long, co thoi quen |
Retention: doc quyen, VIP |
Zalo, Email, Community |
Loyalty tier |
| Khach VIP (5+) |
Trung thanh, san sang gioi thieu |
Referral: chuong trinh gioi thieu |
1:1, Event, Group VIP |
Referral bonus |
| Khach churn |
Da mua nhung ngung |
Win-back: hoi ly do, uu dai dac biet |
Email, SMS, Zalo |
Comeback offer |
5 nac thang nhu cau — tam ly hanh trinh mua
Truoc khi viet persona, xac dinh tep dang o nac nao. Sai nac = content khong bao gio cham:
| Nac |
Trang thai |
Cau noi noi tam |
Cach marketing |
Ngan sach nen phan bo |
| 1 |
Khong co nhu cau |
"Minh on ma" |
Khong target — dot tien |
0% |
| 2 |
Gap van de, chua nhan ra |
"Toi thay bat on nhung khong biet tai sao" |
Educate — dat ten van de |
TOFU |
| 3 |
Nhan ra nhung chua cap bach |
"Toi biet minh can lam gi do nhung chua gap" |
Agitate — khuech dai hau qua neu khong lam |
TOFU/MOFU |
| 4 |
Muon giai quyet, chua chon |
"Toi muon fix no nhung khong biet chon ai" |
Compare — khac biet hoa, chung minh |
MOFU |
| 5 |
San sang mua |
"Toi san sang mua — chi can dung offer" |
Close — offer ro rang, giam friction |
BOFU/Retarget |
Quy tac: mot chien dich chi keo khach len duoc 1 nac moi lan. Dung ky vong content nac 2 chot don ngay — no chi keo tu nac 2 len nac 3.
Persona 3 tang theo do nong
Khac voi phan tang hanh vi (theo lich su mua), tang nay chia theo do nong trong hanh trinh — dung de phan bo content va ngan sach ads.
| Tang |
Ten |
Ho dang o dau |
Cau noi noi tam mau |
Can gi de len tang tren |
Loai content |
| Tang 1 |
Hot prospect |
Sap mua, dang so sanh nha cung cap |
"Cho nay voi cho kia cai nao chac an hon" |
Chi con 1 objection cuoi — go no ra |
Offer, guarantee, bang gia, FAQ, review khach giong ho |
| Tang 2 |
Warm prospect |
Biet co giai phap, dang can nhac co lam khong |
"Co nen bo tien vao viec nay khong" |
Bang chung ket qua + giam rui ro |
Case study, so sanh, behind-the-scenes, quy trinh |
| Tang 3 |
Cold prospect |
Moi nhan ra van de, chua biet giai phap ten gi |
"Sao dao nay minh thay te the nhi" |
Dat ten cho noi dau cua ho |
Edu content, story, "ban co dang gap...?" |
Template dien tung tang
TANG [1/2/3] — [Hot / Warm / Cold]
- Ho dang o dau trong hanh trinh: [...]
- Cau noi noi tam: "[Viet dung ngon ngu khach hang — KHONG viet nhu copywriter]"
- Trigger mua: [Dieu gi khien ho quyet dinh ngay hom nay]
- Objection cuoi cung: [...]
- Pain chua duoc dat ten (chi Tang 3): [...]
- Content phai tao cho tang nay: [3 angle]
Lay so lam moc: neu 80% tep dang o Tang 3 ma budget do het vao BOFU retarget → sai. Kiem tra ty trong tang truoc khi lam media plan (54-media-plan).
Pain Map va Objection List
Pain Map — do sau noi dau
| Pain |
Do sau (1-5) |
Khach dang tu giai quyet bang cach nao |
Content angle khai thac |
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- Do sau 1-2: khach song chung duoc → khong ban duoc, chi lam content reach.
- Do sau 3: khach tim giai phap khi tien loi → can trigger.
- Do sau 4-5: khach dang chu dong tim → uu tien do vao BOFU va SEO/Search.
- Cot "dang tu giai quyet bang cach nao" quan trong nhat — do chinh la doi thu that su cua ban (co the la "khong lam gi ca").
Objection List
| Objection (loi khach noi) |
Ly do that dang sau |
Cach xu ly trong content |
Ai xu ly (content / sale / offer) |
| "Dat qua" |
Chua thay gia tri, khong phai het tien |
Entry offer nho de thay ket qua truoc |
Offer |
| "De suy nghi da" |
So chon sai, khong ai bao dam |
Guarantee + review khach giong ho |
Content |
| "Khong co thoi gian" |
Chua du uu tien |
Cho thay chi phi cua viec tri hoan |
Content |
| "So bi ep mua them" |
Mat kiem soat |
Bang gia minh bach, cam ket khong upsell |
Offer + quy trinh sale |
Quy tac: moi objection phai duoc gan cho 1 nguoi xu ly. Objection lien tuc quay lai o khau sale = loi cua content, khong phai loi cua sale.
Ngan hang ngon ngu khach hang (Customer Language Bank)
Insight chi co gia tri khi copy dung lai duoc dung tu khach hang dung. Tao ngan hang ngon ngu de skill 05-copy-quang-cao, 04-script-video, 37-caption-social lay ra dung nguyen van.
| Loai cau |
Cau khach noi (nguyen van, giu chinh ta doi thoai) |
Nguon |
Dung o dau |
| Cau mo ta noi dau |
"..." |
Comment bai X ngay .. |
Hook TOFU |
| Cau mo ta mong muon |
"..." |
Review 5 sao |
Benefit MOFU |
| Cau nghi ngo / objection |
"..." |
Inbox |
Body BOFU, FAQ |
| Cau sau khi dung |
"..." |
Review 4-5 sao |
Social proof |
| Tu long khach hay dung |
"..." |
Group nganh |
Toan bo copy |
Nguyen tac ngon ngu
- Chep nguyen van, khong dich lai. Khach viet "da minh cu sam sam" thi giu nguyen — dung sua thanh "lan da thieu suc song".
- Uu tien cau dai. Comment dai = khach dang thuc su ke chuyen, do la mo insight.
- Cam tu marketing. Neu cau trong bank nghe giong slogan → do la ban tu viet, khong phai khach noi. Bo.
- Moi cau phai co nguon. Khong ghi duoc nguon = gia dinh, khong duoc vao bank.
Quy trinh thu thap insight tu review/comment that
Chay quy trinh nay truoc khi dien persona — persona khong co du lieu goc la persona bia.
Buoc 1 — Thu gom mau (30-60 phut)
| Nguon |
So mau toi thieu |
Uu tien |
| Comment tren bai cua ban + 3 doi thu |
50 comment |
Comment hoi va comment phan nan |
| Inbox/tin nhan 30 ngay gan nhat |
30 hoi thoai |
Cau hoi dau tien khach nhan |
| Review Google/Shopee/Fanpage |
20 review |
Review 3 sao (co ca khen va che) |
| Group Facebook nganh |
10 bai |
Bai hoi y kien, bai than |
| Phong van khach cu |
3-5 nguoi |
Khach da mua va khach da churn |
Buoc 2 — Gan tag
Doc tung mau, gan 1 trong 5 tag: PAIN · WANT · OBJECTION · TRIGGER (dieu khien ho quyet dinh) · NGON-NGU (cach dien dat dang giu lai).
Buoc 3 — Dem tan suat
| Tag |
Chu de |
So lan xuat hien |
% tren tong mau |
| PAIN |
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| OBJECTION |
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Chu de xuat hien >=20% tong mau = chu de chinh, phai co content rieng. <5% = bo qua vong nay.
Buoc 4 — Viet lai thanh insight
Moi chu de chinh viet thanh 1 cau theo cong thuc: Insight = Hanh vi quan sat duoc + Ly do that dang sau. Sau do chay qua bo 3 tieu chi TRUE / TENSION / ACTIONABLE o tren.
Buoc 5 — Kiem tra do manh
| Dau hieu insight YEU |
Dau hieu insight MANH |
| Ai trong nganh cung noi duoc |
Chi dung voi tep cua ban |
| Khong tao duoc content angle nao cu the |
Tao duoc >=3 content angle khac nhau |
| Khach doc thay "ok, biet roi" |
Khach doc thot len "sao no hieu minh vay" |
| Chi mo ta demographic |
Mo ta tam ly va mau thuan |
Tan suat cap nhat: chay lai Buoc 1-3 moi quy, hoac ngay sau moi dot ra mat san pham/offer moi.
Dinh vi tu insight — tranh loi dinh vi theo dich vu
| Cach dinh vi |
Vi du |
Van de |
| Theo dich vu (SAI) |
"Chung toi tri mun, nam, tre hoa" |
Qua rong, doi thu nao cung noi duoc, khong tao khac biet |
| Theo van de tam ly lon nhat (DUNG) |
"Giup ban hieu dung tinh trang cua minh truoc khi ton tien sai cach" |
Rong du de cover nhieu dich vu, manh du de lam content |
Insight dinh vi phai dat 3 dieu: rong (cover duoc danh muc san pham), manh (khac biet ro voi doi thu), actionable (ra duoc huong content cu the). Chuyen tiep sang 58-positioning de viet statement day du.
Cross-reference
- Can biet doi thu dang nham vao ai? → Dung
08-nghien-cuu-doi-thu
- Can viet content dua tren insight? → Dung
05-copy-quang-cao hoac 04-script-video
- Can xay hanh trinh khach hang day du? → Dung
02-brief-chien-dich
- Can tinh ngan sach theo phan khuc khach hang? → Dung
10-tinh-kpi-nguoc
- Can ke hoach tong the? → Dung
00-ke-hoach-mkt
- Can chuyen ngon ngu khach hang thanh tone of voice? → Dung
35-brand-voice
- Can dua persona vao brief content? → Dung
36-content-brief
- Can dung persona de build tep target ads? → Dung
51-audience-research
- Can viet cau dinh vi tu insight? → Dung
58-positioning
Checklist chat luong
Truoc khi giao bao cao, kiem tra:
- Da phan biet Consumer vs Shopper — neu khac nhau, co chien luoc rieng cho tung nguoi
- Insight theo du 4 giai doan (Awareness, Consideration, Conversion, Retention)
- JTBD co du 3 tang: Functional, Emotional, Social
- Persona co du 4 phan: Demographics, Psychographics, Behaviors, Media Consumption
- Customer Journey co touchpoint, cam xuc, va rao can cu the — khong chung chung
- Moi insight da qua bo 3 tieu chi: TRUE, TENSION, ACTIONABLE
- Internal Monologue co du lieu ho tro (comment, inbox, review), khong phai tuong tuong
- Phan tang hanh vi vuot qua demographics — co hanh dong cu the cho tung phan khuc
- Khong co gia dinh thieu co so — moi ket luan phai co nguon hoac bang chung
- Output dan den hanh dong cu the (content, ads, san pham), khong chi mo ta
- Da xac dinh tep dang o nac nhu cau nao (1-5) va ty trong tung nac
- Persona 3 tang (Hot/Warm/Cold) co du cau noi noi tam, trigger, objection cuoi
- Pain Map co cot "khach dang tu giai quyet bang cach nao" — khong de trong
- Moi objection duoc gan cho 1 nguoi xu ly (content / sale / offer)
- Ngan hang ngon ngu khach hang co it nhat 10 cau nguyen van kem nguon
- Da chay quy trinh thu thap 5 buoc — khong dien persona tu tri nho
- Insight chinh tao duoc >=3 content angle khac nhau
