What's on your customer's mind?

Ask yourself these 14 questions....

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...to better understand what's in their heads.

Here's how:

Meet your ideal customer in your mind. If you don't have real ones yet, make them up. It's ok.

Think about them. Picture them.

But only one person. 

What makes them more real and easier to imagine? Demographics.

Let's start with this – what's their:

- Name?
- Gender?
- Age?
- Nationality?
- Education?
- Occupation?
- Income?
- Relationship?
- Kids?

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Alright. Basics covered. Now you have an image. 

Speaking of image. Find a photo that looks like them. This makes it easier to imagine what they're thinking. Really.

Ok, now you want to know more about them.

Why?

Because you want to know why they do what they do. 

So you can tailor your offer to it. Or your pricing. Or your copy. Or any other touchpoint.

How to do that?

Answer these:

01. What causes them to address their problem as opposed to people who don’t?
02. What causes them to actively search for solutions like yours as opposed to people who don’t?
03. Which personal outcomes do they expect from using or engaging with your offer? 
04. What causes them to believe that your offer might not be their best option?
05. Which aspects of competing offers might affect their decision?

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Oh, and while you're at it:

06. Which media outlets – websites, blogs, social media – do they get their information from?
07. Who are the people that have the most influence on their decisions?
08. What competitor brands are their industry friends using? And why?
09. What substitutes are their industry friends using? And why?

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Learn a little more about their emotions? Yes!

10. What exactly makes them happy at the end of the day?
11. What are they afraid of? Or frustrated with? 
12. What obstacles do they need to overcome?

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Now that we know so much about them – let them speak for themselves. Quote them.

13. What would they say when they're telling an industry friend what they're is looking for?
14. What would they say when they're complaining about alternatives and substitutes?

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Dig a little deeper into their behavior? Good idea!

Bonus tip: Google "Big5 personality test" and take the test on their behalf. That's a simple way to find out how they tick.

The results will help you with your message, and aspects of your brand identity (eg. colors, typeface, imagery, etc).

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Alright. That's it.

Do you HAVE to do all that? No, of course not.

But if you want to

- land more customers
- improve open rates
- generate conversions

aka sell more of your thing, it's a good idea to get to know your ideal customer a little better.

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Want help with that?

I'm Christoph. I run Otherstate.com where I help founders carve out their ideal customer and 10 more precise building blocks for your marketing.

We turn a simple chat into a detailed strategy & go-to-market plan to launch, pivot, or rebrand your startup. In 5 days.

Got questions? Send me a DM.