Now this next one is one everyone can do, but very few of you will do. And that's prospect interviews. Prospect interviews help you actually talk to real people, 'cause when I say prospect interviews, what I mean is actually getting on the phone with people who might want to buy your product, and just asking them questions. Getting genuinely curious about what they want, what they need, what their goals are, what their challenges are, what their problems are. Paul Graham who's one of the co-founders of Y Combinator, says this about prospect interviews: there are two reasons founders resist going out and recruiting users individually, or talking to users individually. One is a combination of shyness and laziness. (laughing) They'd rather sit at home writing code than go out and talk to a bunch of strangers and probably be rejected by most of them. How many of us give this as a reason for not talking to customers individually? I certainly have. I certainly have. It's a lot easier for me ...
to talk like this, than it is for me to get on the phone with someone one-on-one, and ask them questions. Now, I certainly have done prospect interviews, I love prospect interviews, I tend to maybe not do them on the phone, 'cause I hate the phone. I'm such a classic introvert. But I will gladly do them one-on-one here, you won't even know I'm prospect interviewing you, but I will be! (laughing) Watch out! So, but talking to people individually is key. And like I said, that absolutely means getting on the phone and talking to real people. Or getting in person and talking to real people. Having coffee and talking to real people. However it is that makes it easiest for you, talk to real people. But again, don't ask them what they want to buy from you, or how much they think it should cost. Ask them about challenges and frustrations. Ask them about goals. Don't ask them leading questions. Let them lead you to a new, more interesting place! You can take your messaging, or your product, or your marketing as a whole. Don't ask what solutions they want, or would buy, and bottom line, get curious. Get curious. Once you've done that, really take a deep dive for yourself. Really get into the analysis. Does your one-on-one conversation line up with what you've observed online? You know, I think back to what Jessica said. On social media, people are showing you only what they want to show you. In those one-on-one conversations, they often get a lot more open, a lot more vulnerable about what's really true. Do those two things line up? When you're talking to people, think about what's going on beneath the surface here. Why are they saying the things that they're saying? Why are they asking the questions that they're asking? Why are they taking the action they're taking action on? Ask them about it. Get curious. And then finally, what's the real pain or goal that's on your prospect's mind? That's when you can really figure this out, because you guys are all really good at this actually. We're all really good at seeing beneath the surface in these one-on-one conversations. Where it goes wrong is when we start to make generalizations because we're getting into an ideal client profile. The more you use prospect interviews the more you talk to real people one-on-one, the better you can actually just let your social brain just do what your social brain does, which is figure out what's going on beneath the surface.