1. Core Values and Motivations
What desired outcomes drive their priorities? Know what emotionally moves them. This will help you share stories and content that are relevant to what your ideal client wants – beyond the surface level answers.
2. Pain Points and Challenges
Where are they hurting the most today (in business, health, relationships, life, etc.)? Relieve those frustrations through your marketing, messaging, offers, and deliverables.
3. Buying Decision Making Process
How do they assess options to determine what is worth investing in? Cater to their evaluation criteria. When you know how they make their decisions, it will inform your customer journey.
4. Objections and Reluctances
What points typically prevent them from moving forward? Remove those barriers. Think about what solutions would help them to overcome their hesitations.
5. Communication and Marketing Preferences
What messaging frameworks, tone, or evidence type open up possibilities for them? Reflect those elements in your communication with them.
