Demographics, Pain Points, and Goals |

A step-by-step guide focused on meeting the needs of your ideal customer.


Describing who you want to do business with shouldn’t be complicated.

Keep it simple– it’s a process that, like making beautiful Origami, origamiwith practice gets easier.

In this series, you’ll be guided through the process of developing a model of what you already know about your best customer– the one you want to work with often.

At the end of these 5 exercises, you will have the building blocks to translate that knowledge it into an actionable plan. Let’s get started.

My Best Customer Exercises 1 - 5

  1. Begin with straight forward demographics
  2. Brainstorm problems, pain points and goals
  3. How do they make decisions?
  4. Ask yourself– “Are they the final decision maker?”
  5. Finally, brainstorm trust builders– what does each person involved in the decision making process need to feel comfortable doing business with you?

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    ___ Exercise 1-Begin with Straight Forward Demographics

    You’re goal isn’t to communicate specifically to a demographic but rather to help visualize your prospective audience–bring them to life so to speak, so that you can communicate more about them to yourself and others.

  • Job Title - VP of Marketing
  • Age - 40-55
  • Gender - Female
  • Education - College
  • Race / Ethnicity - White / Non-Hispanic
  • Income - $80-150K
  • Marital Status - Single
  • Technology User (type) - Mobile phone, tablet, desktop

[back to exercise list]

Great start!

___Exercise 2 - Brainstorm Problems, Pain points and Goals

Next, what is the problem or issue your VP of Marketing is experiencing? Think through the trigger or motivation that brought them to seek your product or service as a potential solution. Note their pain points and frustrations. Then finally, what is ideal outcome in solving the problem–the goal?

In working with your VP of Marketing, if they can’t verbalize the goal, it might be a good idea to turn them toward four [on the fly] questions they can ask to help align expectations and set realistic goals.

Answer these questions:

What trigger or motivation caused her to seek out your services? At last month’s management meeting, the CEO brought up a new initiative to start a Twitter campaign to make the company look more progressive.

What pain points is the VP of Marketing experiencing?

  • I don’t know much about how to start a full-fledged Twitter. campaign.
  • Is Twitter the only option in Social?
  • Who can I trust to guide me through the process of understanding how to setup a campaign?
  • How much will it cost?
  • What if I fail? How will it impact my job?
  • I have a good SEO background. I’ve assessed both Search and Web Analytics reports and there is work to be done with optimization.
  • My team is small and I don’t have the bandwidth to get all of the assessments, research and implementation work done by the deadline.
  • Budget is low but will increase with good results.

What goals does the VP of Marketing seek in finding their solution?

  • To have a full analysis performed by 3 potential digital partners.
  • Final recommendations should answer the question—“How can we make the company look more progressive?��� Open to other suggestions as well.
  • Need a results oriented partner to help me get the heavy work done but my team can implement the strategy to save money.

[back to exercise list]

Our next blog post will continue to evolve the best customer model, focusing on identifying the path to the decision maker. This exercise will guide you through the various touch points that bring you closer to understanding the things each person or persons, in

the decision making process, need to feel comfortable doing business with

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