I did a deep dive into one of my clients’ businesses recently and interviewed 18 of her customers. What I discovered was the disconnect between what she was selling and what they wanted, the problems they were having (both internally and externally) and the way she talked about how she could solve those problems for them.
This is one of the core principles of marketing.
Today, I’m going to walk you through the exact process I did with this business so that you can do your own ideal customer profile for yourself. Here are 4 steps to follow:
1.Identify at least 10 people to interview
2.Here are some key questions to ask them:
3. Record, transcribe, and analyze the interviews
4. Look for themes and create a profile based on them & identify key takeaways
Make sure you do not interpret their words but, rather use the exact words they do.
By doing these interviews you will have your sales copy written for you, and you will be developing voice of customer data which is invaluable.
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