I wanted to share the idea with you for getting into the minds of your customers.
Imagine you are sitting in a bar, minding your own business.
A stranger walks in and sits on the next stool down and says to the bartender "I need a double Scotch. I've had a terrible day."
"What's the matter Bob?" asks the bartender
And Bob launches into a description of problems and pain that is a perfect fit for what you sell.
What did Bob say?
OK, John Carlton put it much better in the video which you can watch if you sign up at Simple Writing System (this is an affiliate link).
Meet Your Prospect Where He Or She Is
This is a great technique for helping you to meet your prospect where he or she is so you can empathise and then gently take them by the hand and guide them away from their pain and problems.
Of course most people who sell stuff won't do the exercise.
They won't spend the time and mental effort to create some customer personas and think about the problems of Alan, Bob, Charlie and Dave.
And that's why much of the marketing you see makes little impact.