Sell Like Crazy

1. Where does your dream buyer hang out and congregate?
Name both online and offline places where your dream buyers hang out and
congregate. The more detailed and specific, the better.

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‘Hangs out on Facebook’ is too general.
‘Hangs out in the Mothers of Melbourne Facebook group’ is more precise
and actionable.
‘Likes the outdoors’ is too general to mean anything insightful and
actionable.
‘Likes going to the park every Saturday morning with her two kids’ shows
habits and values and is specific.
‘Reads blogs’ isn’t targeted enough.
‘Obsessively reads Rockin Mama, Mamavation, and Reddit’ is defined and
revealing.
Knowing exactly where your dream buyers are hanging out influences a lot
of things including where you should advertise, what you should advertise,
the tone of your copy, and vernacular to use.
2. Where does your dream buyer get their information?
When your dream buyer is in research mode, where do they go to find the
answers they seek? Is it Google? A particular blog? Books? Magazines?
YouTube?
Write your findings as a simple sentence: ‘When Sally is curious about a
topic, the first place she goes is Google search on her iPhone’.
3. What are their biggest frustrations and challenges?
Truly understanding and empathising with their biggest frustrations and
challenges are the most important keys to defining your dream buyer avatar.
By knowing what it’s like walking in your customer’s shoes, you’ll be able
to create better products and services that address their specific pain points
and problems.
Here are a few examples to get your creative juices flowing:
‘I wish someone would just write this sales copy for me’.
‘I need to lose ten kilos before my wedding’.

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‘Ugh. I wish I could just have someone run my Facebook ads for me’.
Your dream buyer’s frustrations and challenges are integral to the products
and services you offer. Whatever it is you are selling has to solve a problem
large enough that your dream buyer will happily part with their hard-earned
money for you to solve it for them.
Knowing their biggest frustration and challenges also will determine the
emotions you speak to in your copy and advertising. There are a number of
emotions behind the challenges and frustrations your dream buyer is
experiencing – they could be sadness, anger, fear, remorse, hope, a desire
for something better. By speaking to exactly what your dream buyer is
feeling, you’ll be able to connect with them emotionally on more than just a
rational level.
It will also reflect the types of stories you tell. The logic here is simple.
When your dream buyer sees a testimonial from a customer who solved
their biggest frustrations and challenges with your product or service, then
they are more likely to buy from you. They can see this positive
transformation take place in someone else.