Observe What Matters in Your Customer's World
because building to sell is figuring out what matters when you sell something you're selling? What matters to someone, the results that matter to them. The problem that matters to them, the meaning that matters to them, if you don't know what matters to the people that you're selling to, you can't sell to them. So we have to figure out what matters first. Luckily people are talking about what matters everywhere. We are so lucky as business owners, as designers, as marketers. Now, we're so lucky. We have almost an infinite number of places to go to figure out what matters to people. Pick a niche. The tiniest, itty bitty a snitch that you could possibly pick. And I guarantee there's an internet forum for it. All you have to do is join it and start talking to people, start reading other people's posts. You'll figure out what matters in a heartbeat. There's hashtags for this. You know, again, you pick the anybody is tiniest little niche. There's a hashtag for it. There's probably 20 hashta...
gs for it. People are talking about this stuff everywhere and that's just online, right? Don't forget about your local community. Don't forget about your local community. There are book groups, their get togethers, there are meetups, there's community groups, networking events, All of these things that you can actually go to and talk to people in person. I know about what it is that you are really, really passionate about and most importantly what it is that really, really matters to them. So how do we figure out what's really going on in this conversation and what really matters? This is where I like to use the customer journey. The customer journey is a process uh that your customer goes on from when they really become curious about the conversation that you're a part of to where they finally reach their ultimate goal. So, it starts with the point of curiosity, it's some event that happens that makes people think, huh? I wonder if I could do this, or I wonder what other people are saying about that, or um I wonder if this is possible. That's the point of curiosity. What happens to make people curious about what you have to offer? And then along the way, there are lots of frustrations, goals and questions, in other words, there are things that people get really frustrated about, that they feel kind of like they're not getting it or that they're not understanding or that it's taking too long or that it's too hard. All sorts of different kinds of frustrations. There are goals, there are things that people want to achieve. They could be like little milestones, like launch a blog or sell their first commission. Um or they could be much bigger things anywhere. Anything that's about what you want to achieve is a goal on your customer journey. And then there are questions, there are things that people just wonder about over the process of moving from Point A to point B All right, So step two is to identify the core questions, frustrations and goals of your market. Uh joining the conversation is going to introduce you to a whole world of people talking about all sorts of different things. And then you've got to break it down into questions, frustrations and goals. So what are your prospects, goals, questions or frustrations at different points along the customer journey. And which questions goals or frustrations pertain most to your unfair advantage. And the process plan That you did in lesson nine, which questions goals or frustrations pertain most to your unfair advantage and to the process plan that you did in less than nine. Because another thing to realize is that not every point on your customer journey is actually something that you want to create value for. They're not all problems that you want to tackle. They're not all questions that you want to answer. There are a lot of questions on my customer journey that I do not want to answer. I don't necessarily really want to talk about building facebook ads. I'll talk about how to write an ad in a way that really resonates with people. I'll tell you where to find that information, but I don't want to talk to you about maximizing the value of your conversion pixel. I know about it, but I'm really not interested in talking about it. And now this is one of my favorite questions. It's a question I think I probably ask every time I'm on Creative Live and I ask it every time I'm on Creative Live because I actually use this question this much before I start any new course. Before I start any new marketing campaign. Before I start any new sales copy, I ask myself, what are your, what are my prospects saying, doing, thinking or feeling about the goal, frustration or question that I want to tackle next. So you also need to identify how you're regularly going to check in on what matters to your customer. How are you regularly going to check in on what matters to your customer? Because these things change, the conversation changes. So you need to regularly check up on what matters that means. You do need to be on social media or you do need to be regularly going to networking events or you do regularly need to be checking in with some sort of community of forum. It doesn't have to look the same as what everybody else is doing. But you can't build your business or a product in a bubble. It has to be done in conversation with another or with another person with your customer.