The Driver-Barrier-Opportunity Content Planning Tool – Lean Content Academy

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The Driver-Barrier-Opportunity Content Planning Tool

Want to know how to make your content really speak to your target customer?

It’s about understanding the finer points of what motivates them and what gives them cause for hesitation.

This tool allows you to break down your customers’ drivers and barriers – and convert them into clear messaging opportunities so that you can create more powerful and persuasive content.

What makes them stop – and what makes them go?

You want your customers to take a certain action, right?

Whether it’s a purchase, a signup, or to just understand a part of your offering, the purpose of your marketing activities is to prompt this change.

So how can you engineer your communications to do this? The answer is surprisingly simple.

Drivers

The motivators – the things that make your customers want to take action. An easier life, more money, ease of use, convenience of location; every product and every customer is different!

Barriers

These are the things that hold your customer back from taking action – they could be real, like high costs, or perceived, like the fact that people don’t realise you offer home delivery.

Opportunities

This part is simple – what would you say to enhance the drivers, and what would you say to show people that the barriers can be overcome (or that they’re not real!)

‘This was more than a messaging tool – it helped us to perfect our product and become a better company’

“We worked with Aidan’s agency on a project earlier this year, just before lockdown kicked in.

“We used their Driver-Barrier-Opportunity to help us perfect our messaging – both externally and internally – but what really surprised us was that it impacted far more than just our messaging. It helped us to spot gaps in our broader business strategy, and to shore them up.

“A really incredible tool from a brilliant agency!”

Let this tool guide you through the process

Built and developed as an internal tool for our highly successful content agency, this planner helps you to turn the Driver-Barrier-Opportunity model into a concrete messaging plan for your business.

Here’s how.

Define your audience

Vertical imagery for Instagram and Facebook stories – optimised to stop the viewer in their tracks and check out what you’ve got to offer.

Choose from framed product images, announcement posts with customisable text, and more.

Extract the drivers and barriers

Once you’ve defined your audience, the Drivers/Barriers sheet provides you with a place to get down as many points about your audience as you’re able to muster up.

This is the time to lay every point out there, no matter how big or small, and let the spreadsheet take care of the organisation.

Turn the insights into opportunities

The tool does all the hard work of organising your random thoughts from the previous stage. 

This means you can take the drivers and barriers you’ve listed, and turn them into valuable messages that will resonate with your customers.

Clear and usable outputs – success every time

This is more stacked with formulas than Walt and Jesse’s lab – but you don’t even need to worry about that!

It’s all working behind the scenes, so that you can produce more with less effort.

Built by an agency with a proven track record in top-notch content creation

I’m Aidan Coughlan – founder of Far From Avocados, one of Ireland’s top content marketing agencies.

Like all of the Lean Content Academy tools, this has been developed as an in-house tool over the course of the last three years.

What’s included?

Contents

Excel Versions

• The Driver-Barrier-Opportunity Content Planner – Blank Version.xlsx
• The Driver-Barrier-Opportunity Content Planner – Sample Data.xlsx

Google Sheets Versions

•  Lean Content Academy DBO Content Planning Tool.txt