Quartz 4

20 questions to build a basic profile of your ideal client

2 min read

Title - 20 questions to build a basic profile of your ideal client Tags - idealclientprofile influentialwritingspecificdesiresmet

  1. What keeps them awake at night? … indigestion boiling up their esophagus, eyes open, staring at the ceiling?
  2. What are they afraid of?
  3. What are they angry about? … Who are the angry at?
  4. What are their top three daily frustrations?
  5. What trends are occuring or will occur in their businesses or lives? - that they are aware of? Frightened by? View as opportunities? Are unaware of?
  6. What do they secretly, ardently desire most?
  7. Is there a built-in bias to the way they make decisions? (For example, engineers are exceptionally analytical. Especially affluent buyers consider how the purchase validates and affirms their status, while more mass-affluent buyers often purchase aspirationally, as a means of reaching up and elevating their status. Entrepreneurs pride themselves on decisiveness. Etc.)
  8. Do they have their own language?
  9. Who else is selling something similar to this product/service to them - and how?
  10. Who has tried selling them something, failed - why?

Note: questions 1 to 8 are psychological. 9 and 10 are a search for clues, to strategies to use, pitfalls to avoid.

  1. What three or four things does this person value mest in life? (i.e., success, money, family, God, love, integrity, power, peace and quiet)
  2. What three things does he fear most?
  3. What is this person’s basic underlying attitude about life? (i.e. “Things will usually turn out all right,” or “They’re out for themselves,” or “It’s best to expect nothing because then you won’t be disappointed,” etc.)
  4. What does she need to know about another person in order to accept that other as “all right” and trustworthy?
  5. What would cause this person more pain than anything else possible?
  6. What would this peJson consider the most wonderful thing that could ever happen to him?
  7. What three words would she use to’describe herself, accurate or not?
  8. How accurate is his self-description?
  9. What organization most embodies this person’s values? (i.e., Mensa, Daughters of the American Revolution, her church, Aryan Pride, PTA)
  10. Does she belong to this group? If not, why not?

[#kennedy2021artofclientgetting]: Dan S. Kennedy: The Art of Client-Getting.

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