How to Tell the Story of Your Business’ Good Work in the World—Part 3 ------------------------------------------------------------------------ Here’s what we’ve established so far in this series: > Genuine connection with the individuals of your audience is what works when communicating your business’ genuinely good work in the world. > You’ve got to really know that ideal customer—well beyond data and basic demographics—to be able to connect with them. Last week I outlined some of the initial questions you’ll need to be able to answer in a real getting-to-know-you process with your people. This week, let’s keep digging deeper. Find out: 1. What insecurities, fears or self-doubts are they harboring? You’ve got to know these, because they will lead directly to the obstacles that can keep them from signing up, purchasing or otherwise engaging in your business model. In general, aim to be familiar with at least a few of these that apply to your ideal client base. 2. What are three common mistakes they make or struggles they experience? These may or may not directly relate to your company’s product or service, but they offer deep insight into the psychology of your customer, usually tying into the fears and self-doubts you’ve already discovered. Knowing this information will help you pave appropriate avenues to the solutions they need and you offer. 3. What are their values? Do they value time in Nature? Their family? Their legacy? The food they eat? Money? Feeling good about themselves? What more? For each of these, to what degree do they value or prioritize it in their lives? The reasons your business has chosen to do its good work is not necessarily the reasons they most value—but if they are your ideal customer, their values will correspond and lead them to you. I’d love to hear from any of you in the comments below: do you have this kind of insight into your audience? Next week we’ll talk about the simplest and most effective ways to find out this information from your people. And I’ll cover the reasons why your prospect—even the seemingly most ideal customer—often finds a reason not to engage in what you offer (so you can help them find the way through).