Build your customer avatar from real customer language, not what you think they want
Most products fail because entrepreneurs build for who they think should buy. Sit down and talk to real customers — record their fears, their wants, the things they're embarrassed to admit — then write your marketing in their words, not yours.
Relevant Clips8
- Teaching
Most Products Fail Because Creators Build What They Think Customers Want
Most new products and businesses fail because entrepreneurs don't understand exactly what customers want and need - they create products based on what they think customers should want rather than what customers actually desire
- Teaching
Fears Frustrations Wants Aspirations Two-Column Exercise
Create a two-column paper exercise: 'Fears and Frustrations' on the left, 'Wants and Aspirations' on the right, then brainstorm for at least an hour because the real gems come after listing 10 or more in each category
- Teaching0:34
Survey Monkey and Text Analyzers Surface Customer Language Patterns
Use technology tools like Survey Monkey, Ask databases, and free text analyzers to identify customer language patterns and unmet needs in any market
- Teaching33:02
Talk Directly to Customers to Learn What They Want
Most business owners don't do the simple thing of sitting down and talking directly to their customers to understand what they really want
- Teaching18:44
Market to Overlapping Customer Qualities Only
Focus only on the overlapping qualities your customers share - talking to quality 101 loses 60% of your audience
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Uncover What Customers Are Embarrassed to Admit Even to Themselves
Uncover what your customer is embarrassed to admit even to themselves to access deeper psychological insights
- Teaching5:55
Live Conversations Beat Every Other Research Method
Live conversations with prospective customers reveal infinitely more than any other research method
- Teaching14:22
Three Research Questions That Reveal Customer Needs and Opportunities
Three powerful research questions that reveal specific customer needs and product opportunities