The idea of researching one’s market can be a bit scary at first. You can imagine interviewing groups of guinea pigs or asking passers-by to answer your questionnaire.
When it’s time to ask your questions :
The worst thing would be to ask your client directly if they are willing to buy your product idea
The respondents will say “Yes, of course” so as not to offend you. As soon as you offer them an order, their response will be very different. This kind of question will not help you to understand the psychological needs of your potential net customer so build his avatar.
The more expert you are in a field, the more likely you are not to use the right terms to address that person. The expert by conformism has been educated to use jargon that may be incomprehensible to a beginner.
Click HERE to discover the 3 obstacles that prevent you from undertaking and the right questions to ask yourself to get out of it “Avoid conformism with the right questions“
Some entrepreneurs may wonder if they are not going to limit their potential market by establishing a communication built around the avatar. It may seem even stranger that you’re starting from scratch.
The answer is that you are taking a big risk to work hard on a product that nobody is interested in after all.
This is what happens quite often when you address everyone because you have not defined a client avatar.
By trying to please everyone, you end up pleasing no one
Even if you have managed to saturate your market with your avatar, congratulate yourself for having already built and earned a base and nothing prevents you from creating a second avatar.
At first you don’t have a loyal audience yet. Everything will have to be done! You will probably have to make more effort, at the beginning, to find people ready to answer your questions.
Building your survey may be difficult if you don’t have at least a few hundred subscribers on your email list. In reality, few people will take the time to answer them.
Click HERE to measure how essential an email contact list is to your success and the business models you can create “Contact list – 3 reasons to cherish it“
Not being able to read directly into the minds of your customers, you have no choice. You have to ask them questions to help you identify their “real” blockage. Without this, your whole system is in danger of crashing.
Getting to know your customer well to better solve his problem
You’re facing a paradox. By addressing “Mr. Everybody” you will tend to adopt a certain distance. This displayed rigidity will not make anyone want to listen to you.
Conversely, you will undo this bad spell by being closer to your potential customer. By addressing yourself as a single individual, in a more familiar language, you will manage to capture the attention of millions of people.
The simplest way to get inside your client’s head is to ask questions directly, whether by phone or via a form accessible from e-mail, a Facebook group, a forum, etc.
You can also browse book reviews on Amazon or on public forums. The goal is to collect enough information to create your customer avatar.
Your client’s avatar should reflect his or her lived experience
By the time you have reached the phase of building your client, in order to get inside his head, the choice of questions is crucial.
Here are the questions you’re going to ask him :
First question – What is your main problem in your <domain> ?
It is an open-ended question that should bring out the first thing the person thinks of when he or she thinks of this area. You have an opportunity to identify a “D-U-R” problem for “Painful, Urgent and Recognized” in your client.
Click HERE to find out how to lift the veil on a customer need that is difficult to identify “A customer need that is difficult to identify, an opportunity ?“
This information is valuable if you want to find ways to generate a perception of value in your customer. You will be able to get inside your customer’s head and you will be able to sell your product to them.
Using what you have learned from these 2 questions, you can already grab the attention of your ideal customer.
Avoid multiple-choice questionnaires if you want to find out what comes spontaneously into the heads of the people you are targeting. With their answers, you will be able to reuse their vocabulary to describe their problem.
Second question – What would your life look like if you had solved your problem ?
You give the person the opportunity to share with you his or her desires that he or she has never dared to divulge even to those close to him or her. The objective of this question will be to understand why his problem is “important” and why “now“.
Question three – What have you already tried to solve this problem ?
The purpose of this question is to give you 2 important pieces of information about the person :
First, identify the existing alternatives to your product. Finally, identify the “D-U-R” problem for “Painful, Urgent and Recognized” that he or she is trying to solve.
If the previous solutions he or she has tried have not worked, you must adopt these 4 steps :
- Knowing which ones and identifying them
- Knowing why they didn’t work
- You need to explain to this person why they didn’t work…
- Demonstrate that your solution is superior, how your solution actually solves this weakness
The other advantage for you is to understand what attitude this person takes to his or her problem :
- Either he or she remains bitter and disappointed at all the false promises
- Either he or she is optimistic and thinks success is within his or her grasp
You will also be able to find out how he or she intends to achieve his or her goal :
- Is he or she looking for a detailed plan, a miracle formula for making progress ?
- Does he or she want to pay someone to do it for him or her, or does he or she want to learn how to do it ?
Fourth question – What are his influences ?
You need to understand that person’s social environment. You will be able to find out if his or her problem is considered shameful and what attitudes his or her relatives have towards his or her problem.
Then you need to understand this person’s motives in dealing with his or her loved ones.
With this information, you could discern whether your message reinforces your client or dissuades him because it contains contradictions.
When is it possible to conduct your survey ?
A survey that will have generated about 50 responses will be enough to build your avatar. Then you will be able to adapt your new offer.
The advantage of the survey is that you don’t have to coordinate appointments and you save a lot of time.
You can start submitting your survey when you already have about 100 people on your email list.
However, if there is no list, you can contact 3 to 5 customers by phone by asking them the 4 questions we saw earlier. Don’t hesitate to dig deeper, at the end of each answer, with your interlocutor to be sure to get to the bottom of the subject.
In order to understand your client, you need to ask him how he feels. You will probably be surprised how people can tell you everything with sincerity when you are really interested in their problems and without making any judgments.
To speak the same language as your client, it all starts with adopting the same vocabulary. Also use the same expressions. Your goal is to find the catchphrase that will reflect his or her thoughts. This little phrase can make all the difference between a :
- Yeah, well, another business offer to sell me anything
- Wow, this is exactly what I needed
Is it a limit for you to have only one client avatar ?
You can reach the limit of your market but only if your initial positioning is already working. You will be able to define a second one to expand your market. Also, you will probably already have the resources to test several marketing approaches in parallel and may also have collaborators to help you.
Question phrasing to get inside your client’s head
Your avatar must present your ideal client. It’s a real or imaginary person. You will address her in all your communications.
In the beginning you can use a person you know as your avatar or even a fictional character. If you have enough detail, you will be able to address yourself to a specific person instead of “Mr. Everybody“.
By probing your character, you will learn what he or she needs and wants. The whole point for you is to know him or her well enough to :
- Knowing how he or she describes his or her problem.
- Know what will make him or her click on a Youtube video or Facebook Ad.
To achieve this, you need to talk to enough people to :
- Select those with a “D-U-R” problem for “Urgent and Recognized Pain“.
- You will compile the results in your avatar which will be a kind of robot portrait.
Among the 4 questions, the first 2 remain unavoidable by respecting the order of importance corresponding to their ratings :
- What is your main problem in your field ?
- What would your life look like if you had solved this problem ?
|Questions to get inside your client’s head||Examples of wording|
|1 – What is your main problem in ?||– What blocks you in learning your language ?|
– What is your main difficulty in your online business ?
– What frustrates you the most in flirting ?
|2 – What would your life look like if you had solved this problem ?||– What impact would it have if I gave you a magic pill to learn any language?|
– What would your life be like if you had your own online business?
– What would you do if you were able to stop being afraid to hit on any girl?
|3 – What have you already tried to solve this problem ?||– Have you ever taken training courses or read books to overcome your shyness? If not, why not? If yes, what did you think ?|
|4 – What are your influences ?||– Who do you talk to about your love life ?|
– Which content creator(s) do you follow in the field of online business, apart from me ?
– What do people around you think about your current professional situation ?
A relevant avatar allows you to build effective marketing
You need to structure your conversation around these 4 questions and dig deep into each answer with your client to finally get inside your client’s head.
Whether you already have an e-mail list with more than a hundred people on it or you only have 3 or 5 customers to talk to on the phone, you should choose the method that allows you to extract as much information about each person as possible.
Finally, remember that you only need to get get inside your client’s head from a tiny part of the population to build your business.
To go further…
Stan Leloup In : Votre empire dans un sac-à-dos: Décodez la psychologie humaine pour trouver une idée de business, vendre sur internet, gagner votre vie depuis votre ordinateur [Online] Paper book format available in french on : < https://amzn.to/3g1cHH7 >