To go one step further, you need to understand how to better understand your client's "why". There is a very effective method to get to the bottom of your people's real motivations. The Job to be done method.
Its principle is simple, it comes from a quote by Theodore Levitt :
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”
Based on this "philosophy", Clayton Christensen developed the jobs to be done, literally "work to be done".
Working in this way makes it possible to describe, in a precise manner, the functional, social, and emotional motivations of a client vis-à-vis an offer. It is, in a way, about understanding which better version of himself wishes to become your customer by using your products or services.
We believe you should go even one step further. To elaborate on Theodore Levitt's quote, they don't really want the hole either, they want what the hole he is going to enable them to do.
Map their Customer Journey
Bear with me, there's only one thing left for you to do to better understand your customers: reconstruct the "Buyer Journey".
Indeed, at this point you know:
- Who your client is
- What are its real stakes and objectives
But you also need to understand the journey your customer goes through, from the identification of their problem to its resolution.
This is very important because it allows you to adapt your marketing campaigns to the stages of the journey. It also allows you to identify and respect your customer's time frame.