August 25, 2020     Daily Post

What Keeps Them Up At Night

What Keeps Them Up At Night

Should we ask our target audience what keeps them up at night?

It depends:

If they’re clear on all the problems present in their world, asking them draws us a straight-line between what they need and what we can deliver for them.

But who’s clear on all the problems present in their world, really?

Most of the time, we can ask but listen to the answers they’re unable to provide.

In doing so, we can tell their peers not only what is keeping them up at night, but what should be keeping them up at night… and then take those problems away for their benefit.

It takes a few investments into the lives of those we wish to serve, in order to unearth these deep problems. Most people don’t care enough, and so are unable to unearth them.

Pandering to the surface-level puts you in line with your competitors. Go deeper and watch your work transform your market.