Questions about your customers

Try as I might, it’s been tough to carve out my regular writing time while on attending Dan Kennedy’s seminar this weekend.

So I’m turning over today’s message to a worthy mentor. I’m sure you’re familiar with the prolific and illustrious Seth Godin. I’m currently reading his latest book, “The Icarus Deception“.” It’s a perfect follow-up to Cal Newport’s, “So Good They Can’t Ignore You.”

In the past, you’ve heard me explain the importance of creating your customer avatar.

Today, Seth takes it a step further with questions that get you to identify even more important details about the person you are trying to help.

Take at least 10 minutes to answer the following. Seth writes…

“The first, most important question is, ‘Who do we want to change?’

“If you can’t answer this specifically, do not proceed to the rest. By who,I mean, ‘give me a name.’ Or, if you can’t give me a name, then a persona, a tribe, a spot in the hierarchy, a set of people who share particular world views. People outside this group should think you’re crazy, or at the very least, ignore you.

Then, be really clear about:

  •     What does this perfect prospect already believe?
  •     What is he afraid of?
  •     What does he think he wants?
  •     What does he actually want?
  •     What stories have resonated with him in the past?
  •     Who does he follow and emulate and look up to?
  •     What is his relationship with money?
  •     What channel has his permission?
  •     Where do messages that resonate with him come from?
  •     Who does he trust and whom does he pay attention to?
  •     What is the source of his urgency–why will he change now rather than later?
  •     After he has changed, what will he tell his friends?
  •     Now that you know these things, go make a product, service and a story that works.

Great advice.

Answer these questions right now,
Craig Ballantyne

“You have permission to create, to speak up, and stand up. You have permission to be generous, to fail, and to be vulnerable. You have permission to own your words, to matter and to help. No need to wait.” – Seth Godin