Whether you’re looking to craft a compelling opt in offer, or need to come up with an idea for your next product or program, how do you figure out what your ideal customer wants or needs?
The answer is deceptively simple.
The easiest way to figure out what your audience needs is by listening. Carefully. Fully. Intentionally.
- What questions have you received more than once?
- What comments/topics seem to keep recurring? (This could apply to emails received, tweets, Facebook posts from your ideal audience, or even comments people have left on your blog)
- Which of your blog posts have received the most engagement?
- Which keywords have led people to your website most frequently?
- What would be an absolute *miracle* for your audience? (you know that the whole, “if they had a magic wand” question. What would they ask for?).
Some other questions you could ask yourself:
- What part of your own client services process could be more automated?
- Could you create a workbook, checklist, or educational resource from that?
In Michael Hyatt’s podcast interview with Dan Miller, Dan explains that he would create a new product as soon as he received the same question three times, and it’s made him an extremely handsome sum over the years (It’s an excellent interview that covers recurring and leveraged income and growing your audience).
I think often times surveys and gathering direct feedback can be a bit misleading (though I still think it has its place), and the best insight and information comes from listening to what’s happening between the lines.
So, what is your audience really asking you for?
- Hootesuite on Social Listening
- Shh…If You Listen Closely, You’ll Know What Your Customers Want You to Write
- Stephen Covey on the Power of Listening for Understanding
- “Listening is how you read people” – William Ury