Do You Really Know Your Customer?

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Day 7: Who’s that customer? Why are they here?

I walked into my local gym the other day, and the first thing I was greeted with was a smile and a: “Hiya!!”

It instantly made me feel comfortable. Like I belonged there.

And when something becomes an important part of your life, you stay loyal to it.

If I was asked by a salesperson to join another gym, even if it had better facilities and it was cheaper, I would feel like I was sacrificing something good. We always feel guilty when leaving one tribe for another — it’s in our DNA, and it’s why it’s so damned hard to convince someone to change their habits.

Having said that… If I were to visit “Total” over “7/11”, I wouldn’t feel guilty at all.

Why? Because in Total or 7/11 I’m just another customer. They don’t know my name, I’m forgotten about as soon as I leave the store. Imagine the churn rates they have. Could you afford to lose that many customers so regularly?

If you’re not a giant like 7/11 or Total, you need to know your customers, and they need to feel like you know them.

But how well do you know them?

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Introducing Janine

It’s time for you to write a story.

Janine is your customer. You can choose her age, job title, and her pain point as a consumer.

You’re going to write out her story, starting with her experiencing a problem that your business solves, and finishing with her journey to becoming a paying customer after she buys your product/service.

Half a page will do, but you can make it longer if you want.

What you must do, however, is fill these four paragraphs with as much information as you can:

Paragraph 1: What you think caused her problem/desire
Paragraph 2: How you think she searched for a solution
Paragraph 3: How she found you
Paragraph 4: How/why she became your customer.

Easy, right?

Keep your hands on your story, you’ll need it again later.

That’s all for today’s lesson.

See you in the next one.