5. What are their biggest fears? What are your dream buyer’s deepest fears? What keeps them up at night, tossing and turning, unable to sleep? What do they worry about in their mind but never tell anyone? Fully understanding your market’s deepest and most primal fears is an often overlooked component to crafting a customer avatar. However, in my opinion, it’s equally as important, if not more, than understanding their hopes, dreams, and desires. Why? People are motivated more by pain than they are by pleasure. They are more motivated by fear of loss than they are by the desire to gain
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