The Jobs-to-Be-Done (JTBD) Strategy is a marketing framework that focuses on the real “job” your customer is hiring your product to do.
Instead of simply listing features, this approach digs into the functional, emotional, and social reasons why a person buys. Every purchase has a job behind it, and by understanding that job, your landing page copy can speak more directly to customer motivations.
For example, imagine you are selling a rice cooker. The functional job might be to cook rice quickly and evenly. The emotional job could be helping a busy parent feel less stressed about mealtime. The social job might be enabling someone to host friends and family with confidence. All of these jobs go beyond the technical description of “cooks rice.” They reveal the deeper reasons someone is willing to spend money.
When you select the JTBD Strategy in Auware, your landing pages will highlight these jobs in ways that connect with the audience. A headline might read, “Dinner is ready in 20 minutes, even on your busiest nights.” The supporting copy would reinforce how the product helps the customer achieve that outcome. Social proof might emphasize how other people solved the same problem, which builds trust and relatability.
The strength of JTBD is that it bridges the gap between features and outcomes. Instead of saying, “Our product has auto shut-off,” the page would say, “Never worry about overcooking - your meal comes out perfect every time.” This subtle shift turns a dry feature into a solution for a real job the customer wants done.
In summary, the JTBD Strategy helps you frame your product as the tool customers hire to solve a problem or fulfill a desire, making your marketing more relevant and persuasive.