Prepaid Card Co's: Your Future Cardholders Need Know That You Understand Their "Two Places"

Using the term “places” broadly, potential cardholders (customers) need to know that you understand two key places:

1. Where they’ve been
2. Where they want to be

The power of this approach is that it connects your with your prospects at their most important level — pain.

Where Prospective Cardholders Have “Been:

”
There are several dimensions that describe where a prospect has been.  In the context of looking at a prepaid card offering, it usually implies a  negative “place”:

1. difficult situations like being unable to book a rental car
2. negative emotions like feeling left out of the financial system
3. goals (career or other) that are unmet
4. personal challenges stemming from a lack of financial access

If you study a good sales call or great marketing materials for a prepaid card, they inevitably include the effort to connect with the “place”  that a potential cardholder has been.   Why?  Because to build a prepaid card product which solves a problem, a company needs to understand to a good extent the  nature of that problem.

Where They Want To Be:
Along the same dimensions, there is a “place” where your prospects want  to be in the context of looking for a alternate card option.  As expected, this a positive “place” which reflects an ideal of some sort with respect to key dimensions like:

1. ability to make purchases not previously possible
2. positive emotions like inclusion and empowerment
3. benefits received including savings or special ofers
4. challenges overcome in sharing money with other family
5. goals met in life

In the effort to convey the “value” of your prepaid card products , your success will substantially be determined by the prospect connecting your courses to reaching  their desired “place”.  Describing credibly how  your prepaid card will take them from where they “are” to where they want  to be, will create the perception of value which  allows for more  new cardholders to signup.

This represents a key part of the fundamental perception shift of what a  prepaid card website is about.   In another article,  we’ve discussed the  new paradigm that successful online marketing efforts are built on: your website is not  about your training school or your courses, its about your  prospects and their needs.

This website (webstrategycompany.com) is brought to you by AftertheNet (www.afterthenet.com), a different kind of website services company.  We take an industry specific and research oriented approach to building expertise in web strategy.  To learn the four levels (ideas, planning, execution and fine-tuning) at which we can help you to achieve your business goals using your online presence, please visit www.afterthenet.com.