What keeps them awake at night, indigestion boiling up in their esophagus, eyes open, staring at the ceiling? What are they afraid of? What are they angry about? Who are they angry at? What are their top daily frustrations? What trends are occurring and will occur in their businesses or lives? What do they secretly, ardently desire most? Is there a built-in bias in the way they make decisions? For example, engineers are exceptionally analytical. Do they have their language or jargon they use? What magazines do they read? What websites do they visit? What’s this person’s day like? What’s the main dominant emotion this market feels? What is the ONE thing they crave above all else? These questions are not theoretical, pie-in-the-sky questions. They are key to your marketing success. Unless you can get into the mind of your prospect, all your other marketing efforts will be wasted—no matter how well you execute them. Unless you belong to your target market, then a large part of your initial marketing efforts should be directed at in-depth research, interviews and careful study of your target market.
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