The more you know about the people you want to serve...
The easier you can develop solutions they're excited to buy. The faster you can write copy that resonates with them. And the better your products will sell.
Here are the 3 main things you want to uncover and the questions to help you do it.
Pain Points & Challenges
Your solution should solve a challenge for your audience. But not every problem is important enough to get them to open their wallets. You’ll want to look for the “imma-pay-for-this” pain points.
- What are they struggling with? What keeps them up at night?
- What are the mistakes they are making that they could be avoiding?
- How have they tried to fix their problems? And how have other solutions failed them?
Goals & Motivations
You don't "create motivation." Your audience is already motivated. Your job is to answer the question "by what?" so you can then show them how to get what they want with your offer.
- What are their goals? What do they want to achieve?
- Why do they want it? And what happens if they don’t achieve it?
- What is typically going on in their life and at work when they realize that they need your help?
Objections, Limitations & False Beliefs
This is the stuff that keeps your audience from shelling out their hard-earned cash for your offer. When you identify these mental barriers and insecurities early on, you can help crush any doubts in their mind. Â
- What are the obstacles that keep them from reaching their goals?
- What might keep them from buying your product or service?
- What excuses have they made for not solving these problems yet? And how might those be justified?
- What false beliefs do they have about your industry, themselves, and their ability or capacity to achieve what they want?
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