The second step in getting into your prospect’s heads is to become a part of your target market. This means you do what they do for a day, week, month or longer. This includes:
- Attending meetings related to the niche (see meetup.com). For example, if you’re catering to a weight-loss market, then you may want to attend a few Weight Watchers meetings.
- Going to talks, expos and trade shows related to your niche. For example, if your niche consists of people who want to be better novelists, then you can attend writing workshops.
- Visiting relevant retail stores and other gathering places. For example, go to the gym and to supplement stores like GNC if you want to understand bodybuilders.
- Browsing online niche groups. This includes forums, blog communities, Facebook groups, question sites like Quora.com, and similar sites. You’ll want to keep an eye on recent discussions in order to put your finger on the current pulse of the niche.
However, when time permits you can browse the archived sections of these sites as well. This gives you a sense of whether your target market’s hopes, fears and thoughts about the niche have been fairly consistent over time. If you see they’ve evolved, then you need to figure out why.
- Using products and strategies your market uses every day to achieve their goals. For example, if your market includes runners, then you should buy and use the top running shoes that your market uses. You might even compare these shoes to some of the others in your market so that you get a good sense of why people prefer the bestselling shoes over the other brands.
- Doing the things your market does every day. For example, if your market includes novelists, then schedule time each day to work on a novel. This is a great way to understand how difficult it is for people in your niche to achieve their goals, which may give you ideas about what sorts of products or services would make it easier.
Be sure to talk to members of the niche about their problem or hobby – perhaps even ask for help or recommendations – just to get a better insight into the way your market thinks.
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The more you immerse yourself in a niche, the better you’ll understand the niche members’ problems and what motivates them. Nothing can beat this sort of first-hand experience.
For example, let’s suppose you’re selling nutrition supplements (including recovery drinks and other supplements) to bodybuilders. You may hear bodybuilders talking about how grueling “leg day” is, and how “the DOMS” (delayed onset muscle soreness) kick in over the next 24-48 hours after a hard leg workout. However, you won’t TRULY understand how grueling it is until you try it for yourself. Once you do, you’ll realize how important it is to have the right nutrition (including supplements) to get through a typical workout. Once you understand your prospects’ pain, then you can empathize and connect with them.
And finally…
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