TF3 #039

Stop Scratching the Surface: How to Truly Understand Your Clients

Published on
October 24, 2023
Read time
2 min 5 sec

Understanding your audience's pain points is crucial to building a successful business. However, connecting with your audience on a deeper level can be challenging.

Before we dive into it, check this week's highlight below:

How to tune into your client's underlying needs and dreams, you create an unbreakable alignment. You become indispensable. You're not just another service provider; you're a strategic partner.

How to Understand Your Audience's Pain Points Without Wasting Time on Guesswork

Solopreneurs and content creators often face a wall: they believe they understand their audience's needs, but engagement metrics suggest otherwise. Some might run surveys or ask direct questions, but the feedback often scratches the surface. When the connection to your audience feels like a weak signal, I've got an amplifier for you: the 5 Whys method.

As a web designer and marketer, I noticed that one of my clients needs more leads. Intrigued and eager to help, I decided to apply the 5 Whys method:

  1. Why the lack of leads? - The website isn't converting visitors.
  2. Why isn't the website converting? - Visitors are leaving without taking action.
  3. Why are visitors leaving? - They feel overwhelmed on the landing page.
  4. Why do they feel overwhelmed? - There are too many calls to action (CTAs).
  5. Why are there so many CTAs? - The client wanted to provide plenty of options.

With this insight, I realized the root issue wasn't the lack of leads but the paradox of choice caused by too many CTAs. We simplified the landing page, focusing on one CTA. Almost immediately, the client saw an uptick in leads. Through the 5 Whys, I transformed a frustrating situation into a win for my client.

The beauty of this method is its simplicity. You keep asking "why" to every answer until you reach the root cause. But don't stop at the fifth why if you haven't found the core issue. The number is not strict; it's a guideline.

You're not just slapping a Band-Aid on the problem in each case. You're addressing the root cause with precision and care.

"The Mom Test" by Rob Fitzpatrick

To complement "The Five Whys", grab a copy of "The Mom Test". This book is all about asking the right questions in a way that gets to the truth without allowing people to give you the answers they think you want to hear. It's a perfect match for what we're trying to achieve here.

One of my favorite quotes in the book is: "You should be terrified of at least one of the questions you're asking in every conversation."

Weekly Challenge

Here's your mission, should you choose to accept:

  1. Identify a piece of feedback or a comment from your audience.
  2. Apply the 5 Whys, writing down every layer of the issue.
  3. Create a piece of content addressing the root cause.

And hey, hit reply and share your discoveries!

The connection stems from understanding; the 5 Why can be your bridge. As you unveil layers of your audience's pain points, you'll serve them better and strengthen your bond. Dive deep, uncover truths, and watch your content transform lives.

Until Next Week,

Pura Vida!

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