Stop creating products that don’t sell (or don’t sell well). Here’s how to find out what your clients REALLY want.
If you want to be the go to expert in your field, in your industry, then you need to be very clear about your Zone of Genius and, in that, knowing who your ideal client is and what problems they have and the solutions that they want.
How to do sneaky market research at live events (that works!)
The first thing I ask when we’re starting any event is:
Why are you here?
What do you want?
What are you here for?
And I put that up on the whiteboard. And they tell you exactly what they want!
In a group scenario, that’s a great way to do some really efficient market research, right? If you’re running any events I highly urge you, just ask your clients what they want. We don’t need to mind read. Running an event, do it in a group scenario. That’s a really, really efficient way. Go for it.
Next step – digging deep
You want to be asking them
What problems do they have when they’re trying to get the result that they’re after?
What’s their greatest fear?
Gosh, if you can find that out, that’s the gold, right?
And then on the flip side
What do they want?
What is their greatest aspiration or hope?
Getting this market research 1-1 (tips for success)
You can also do this by running market research interviews.
I know some people will say that they do this during market research surveys. They set up on Survey Monkey and think that’s more efficient. I’d actually say that you will get a much better quality result by doing one-on-one interviews.
I’m all about leverage and so normally I would say yes, go the leverage route. But actually, this is one of those scenarios where the leveraged option is actually not the best solution.
Get people on the phone or in a Zoom call and actually ask them the questions.
Get it in their words… exactly
When you’re asking those questions, use their language when you’re making notes because in your copy, in the way that you’re speaking to them, you need to use their language, not your lingo and jargon when you’re describing what you do.
There you have it. If you want to know what your clients want, ask them. It’s not rocket science. I know. Sorry.
Four key questions that you want to be asking them:
- What are the top three problems that you face?
- What is the greatest fear that you have around x?
- In the process of x, what is it that you want?
- What is your greatest aspiration with x?
Those four questions are really, really powerful to ask your clients because you want to be getting that qualitative feedback from them in their language, in their words, and making sure that you’re noting that so that you can use it and feed it back in copy, in the way that you’re speaking to people and how you talk about what it is that you do.
And that way, you’ll create products and copy that actually sell, because you’re creating products that your clients want and selling them in their own language.
Renée Hasseldine works with coaches, experts & thought leaders to turn what is in their brilliant minds into powerful signature systems using visual models. Her knack for extracting and unpacking thoughts and turning them into unique intellectual property is sheer genius.