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?
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.
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.