What’s your customer’s job? Not their profession, but the reason they’re looking for you (or someone like you)?

Pretend you sell dog toys. They keep dogs busy and they’re eco-friendly. They come in fun shapes, eye-popping colors and you offer free shipping. In your marketing copy, you focus on the shapes, colors and free shipping.

Now pretend you’re a prospective customer. Every day around 3 p.m., your dog whines and barks. Time for a walk.

If you’re stuck on Zoom, you need a toy that will keep your dog entertained until you can break away.

Back to you, the dog-toy seller. What you’re marketing and your ideal customer’s job are two different things. You don’t connect.

How do you find out what your ideal customer’s job is?

Reach out to your best customers and ask them questions like:

• What challenges did you have before you bought the toy?
• How did those that impact you?
• Now that you have the toy, what’s different?

Their answers will uncover their job and help you create copy that speaks right to them!