The more you know your audience, the better you’ll speak their language and relate to them. And the more relatable you are, the more they’ll view you as someone who understands them. Once they feel like you truly understand them, they’ll begin to trust you. And people buy from those they trust so this is key.

So the question is, “How do you speak their language and get to the bottom of what they really want?”

The key to making that connection comes down to one thing — truly understanding the deep-seeded internal problem that is motivating your dream client to make change. And there’s only one way to know what’s waking them up at night in a cold-sweat with worry.

You must ask them.

Start by finding a few of your dream clients

Find people who are looking to solve the problem that you solve and who you’d love to work with.

You may already know some people that fall into this category, but if you don’t, a great place to find some is inside of communities like Facebook groups where your dream clients are hanging out.

Ask to get on a quick call

Create a post inside of a group that you are looking to do some work on your messaging and would love to have a 10-15 min zoom call with [enter your dream client here]. For example, middle-aged women who are changing careers or moms who want to reduce anxiety.

People are usually more than willing to help out.

Hit record and start the conversation

You’ll want to start out by thanking your dream client for taking the time to talk with you. Let them know that you understand they’re busy and that you’ll keep the call to less than 15 minutes.

Remember the goal is to uncover the deep-seeded internal reason why your dream client wants to solve their problem, so keep narrowing down until you get to the very core of what’s motivating them to make a change. Here are the questions I like to ask:

Question 1: What’s the reason you want to [desired end result]?
Using our examples from above — What’s the reason you want to change careers or What’s the reason you want to reduce your anxiety?

Question 2: What would your life be like if you [achieved desired outcome]?
Using our examples from above — What would your life be like if you were in your new career or What would your life be like if you had less anxiety?

Question 3: What frustrates you most about [problem]?
Using our examples from above — What frustrates you most about not being in your new career or What frustrates you most about trying to reduce your anxiety?

Question 4: How do you feel like your time and money are being wasted when it comes to [problem]?
Using our examples from above — How do you feel like your time and money are being wasted when it comes to trying to change careers or How do you feel like your time and money are being wasted when it comes to reducing your anxiety?

Question 5: What’s the one thing you wish you had when it comes to [problem]?
Using our examples from above — What’s the one thing you wish you had when it comes to changing careers or What’s the one thing you wish you had when it comes to reducing your anxiety?

You’ll want to make sure to keep asking “why” after each of these questions until you narrow down the root of their problem. It always comes down to the human desire to be safe, happy, and healthy. So keep digging!

Transcribe your calls

It’s a great idea to transcribe your recordings once you’re done. You can use a transcription service like temi.com to get this done for about .25c/min.

Then, go through the transcriptions and highlight the pain points, desires, and objections revolving around the problem you solve so that you can find a common thread.

Make note of the actual phrases your dream clients are saying so that you can pull from your notes to create super compelling messaging that lets your audience know that you understand their problem.

Understanding your audience is the foundational base that I teach in The Simple Business Launch Method.

So if you’re ready to launch (or relaunch) your business, I’d love to invite you to my upcoming free workshop where you’ll learn how to make an authentic connection to your audience with your brand and website. Grab your spot!