31. Study a day in the life of your clients' best customers
This idea won't make sense for all situations. But it will for many.
The general idea is this: take your clients' best customer (or multiple) and analyze a typical day in their life.
Actually interview them and ask them to walk you through what happens from the moment they wake up to the moment they go to sleep, including how and when their products or services are consumed.
What you're looking for is context around how their products and services fit into their daily lives. It tells you far more than you think at first glance.
It tells you a lot about the motivating factors surrounding the purchase and consumption of your products and services.
You see things like:
- How does price play into this purchase decision?
- Why do they buy from you vs. any other option?
- What are the logical and emotional reasons they buy?
- What are the pains or frictions associated with the experience?
- What identity factors are at play (i.e. people like me do things like this)
This exercise may sound like it won't produce fruit relative to the effort, but it does.
You can then create a target market profile around the lives of real people. When you do that, you create each piece of marketing with your best customers in mind.
Real people, not averages.
The better you know your customers (or your clients' customers) the better your marketing will be.
Yours,
—k
