1. Demographics
- Age:
- Education:
- Business Revenue:
- Job/Role:
2. Current Status
- What are they currently doing?
- What things do they have in common?
- Where is their time being spent?
3. Pain Points and Challenges
- Whatâs my prospectâs most urgent problem regarding this issue? (by âissueâ we mean whatever subject your product deals with â whether itâs heart health, Internet marketing, golf or anything else.)
- If the prospect could wave a magic wand, what would he/she want more than anything else in this area? (This is a very powerful question because it helps you understand the ultimate outcome for your prospect, so you can design and position your product and promotion accordingly.
- What does the prospect most want to avoid? (Remember, as humans weâre motivated as much by pain as we are by pleasure. Often, we go through life running from the things that weâre afraid or terrified. So whatever issue your product deals with, get clear on what your prospect wants to move away from.
4. Emotions
- How does your prospect feel when he looks for the kind of product youâre selling? (Is he intimidated and dreading the process? Or is he excited and looking forward to having a fun shopping experience?)
- How does your prospect feel about your industry? (Does he assume that you and most of your competitors are honest? Or does he believe that he has to watch you like a hawk? Does he see your industry as glamorous? Or risky? Or mundane?)
- How does he feel about the treatment heâs received from you or your competitors in the past? (Of course, the answers to these questions will be constantly changing. Before 9-11 the investment market was rocking and rolling. But afterward it took a big dive because so many prospects felt like the industry couldnât really help them.)
- How does he feel about your offer? (Does he see it as incredibly fair and generous? Or does he wonder what the catch is, thinking that there must be some kind of trick that allows you to offer everything at such a low price? And does he think youâre being honest about the urgency of the offer? Or does he feel youâve manufactured the urgency to push them into buying right away?)
5. Desires
- What does he/she desire most in life/business?
- What are their goals?
- What are their values?
6. Sources of Information
- What influencers do they follow?
- What books, magazines, and websites do they read?
- What social media outlets are they on?
7. Sales
- Who makes the buying decision?
- What objections will they have in the purchase process?
- What is the cost of their pains?