Mel,
"You are not your customer."
I remember how difficult it was to wrap my brain around that simple truth as a new marketer.
You have to twist your chair around and think, "OK, I'm not me, I'm them. I'm not the guy with the killer solution, I'm the guy with a stupid unsolvable problem. I'm not at my computer, I'm at theirs. Now I pull up Google and type... What?"
The marketer who can crawl inside his customer's head... Think what she's thinking... Feel what he's feeling...
That marketer wins.
With enough practice, you develop an instinctive feel for this.
Longtime friend and colleague John Paul Mendocha is one of the best. I've watched him hold a room spellbound as he put biz owners in the hotseat and "channeled" their customers.
John can flip a switch, and suddenly he's a single mom and nurse pulling double shifts at the hospital and wondering whether the voicemail on her iPhone is a call from the police telling her to come pick up her son at the station AGAIN...
The ONLY way to hone this instinct is to immerse yourself in your customer's world.
Do what they do.
Read what they read.
And TALK to them.
That's a tough one for a lot of marketers in Planet Perry.
We like to sit in our caves and run our fly-by-wire campaigns where everything fits into neat columns and rows in a spreadsheet.
But hear me on this:
An hour spent talking to your ideal customer over a cup of coffee can save you months of painstaking split testing.
And you know what's even better?
Finding someone who represents your ideal customer—AND thinks like a marketer.
Marketing pros know how to dig deep and find the excruciating pain points and emotional hot buttons that make people take action.
And when they turn that lens inward and examine their own thoughts and feelings as YOUR customer...
Well, look out, cuz the sparks are gonna fly.
That's why I go to such lengths to get marketers and entrepreneurs together... at seminars... with high-end groups like Roundtable and my 4-Man Intensives... and with the Mastermind Club forum.
Case in point:
Recently Jeff, a new Mastermind Club member in the hearing aid business, asked his fellow forum members to help hone his USP.
The forum thread lit up as world-class marketers picked apart his USP and exposed the weak spots he couldn't see.
Then a member named Stew stepped forward and "got naked."
He revealed his own struggle with severe hearing loss for more than 20 years.
And he explained how most hearing aid stores are just that—a store.
They lure you in the door with an enticing offer. Then a clerk (with perfect hearing) runs a couple of quick and dirty tests and slams a box of hearing aids down on the counter.
ZERO empathy.
Good luck, pal, you're on your own.
Stew feels like a lost soul adrift at sea. If only someone would throw him a life preserver, he'd follow them to the ends of the earth.
That kind of insight is PRICELESS.
Yet the generous marketers and biz owners on the Mastermind Club forum share wisdom like this almost every day.
This forum is one of Planet Perry's best kept secrets.
And it's just one of the benefits you'll get when you join Mastermind Club today.
Carpe Diem,
Perry Marshall
P.S. When you join Mastermind Club and make your first post on the forum, you'll also get $100 in "Perry Pesos"—good for any product in the store.
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