First, trade places with your typical buyer. Be them. Who are they? What is their modus operandi? Are they affluent CEO types? Or price-sensitive Walmart shoppers? Cash-strapped students? Or single moms? If you can’t identify your typical buyer, your results will be flawed, and your benefit will be hidden. Once you identify your buyer, ask: What do they want? What do they fear? What problem do they need to solve? Or do they just want to “feel” something?
