Putting Yourself in Your Market’s Shoes to Understand Them Better

Pain is personal.

We all get hurt differently.

Even if the world is going through the same pandemic, no two people are going through the exact same struggles.

Despite that, I think we would all agree that it always feels good to have someone around who understands what you’re going through.

Guess what?

That’s what business and branding is about! That mutual understanding between you and your market is the foundation of solid and trusting relationships.

Do you understand what I’m trying to say?

Last month, we talked about finding the right pair of shoes. This time around, let’s try putting ourselves in each other’s shoes. 

When you put yourself in your potential client's shoes, you step into their world and immerse yourself in their situation. That way, you get to see their behavior, needs, pain points, limitations, potentials, and motivations.

What for?

To start a conversation...

To connect with each other...

To understand them better…

To build trust…

So where do you begin?

WITH EMPATHY 

NEVER EVER SELL. 

Instead, LISTEN – with respect and genuine intent. Validate their feelings and listen to understand, not to respond.

You will be surprised by just how much more information you will gather after that.

Do you understand what I’m trying to say?

The way to your customer's heart is through your ears. Create a conversation where they feel safe to share their opinions, suggestions, and secrets with you.

1. Use affirmative leading reactions like “Uh-huh”, “Wow”, “Go on”, “Really?”, etc.

2. Ask open-ended questions.

3. Don’t interrupt.

4. Repeat a summary of what you’ve heard before giving your own opinion.

5. Never judge.

These are just some of my classic moves and tricks to let your customers know that you’re really listening.

Let me reiterate: pain is personal. 

We go through our own struggles. But solutions are universal.

That’s what makes it beautiful. We can help each other out. You learn from my mistakes, I learn from yours.

So why not try and walk a mile in your prospective client's shoes to understand them better? And then try to build your service around solving those pain points.

When you exist to genuinely make their lives easier, they will naturally gravitate towards you.

One of my favorite quotes from John Maxwell explains this perfectly: 

“People don’t care how much you know until they know how much you care.”

Now, do you understand what your market is trying to say?

Always willing to lend an ear,

Jozelle

Jozelle Tech is the CEO and Founder of The Rolling Media -- a brand creative consultancy that leverages strategic and high-converting creative solutions to build solid personal brands for creative entrepreneurs and coaches. Get more from subscribing to her YouTube channel and follow her on Facebook and Instagram.