When marketing your business, one of the most important questions you need an answer to is what story is your customer telling themselves.

While everyone comes to your website with different backgrounds, there will be something, or a few things, they share in common that they’re seeking from you or your competitors.

As a marketer who cares about earning and belonging to your customers, it’s your job to figure out their commonalities and create content that attracts and engages them so they’ll choose you.

In this brief post, we’ll share some ideas on how to find out what’s really driving your customer to buy.

3 Ways To Discover Your Customer’s Story

So, how do you uncover what drives your customers to make purchasing decisions? Here are three effective strategies:

Engage Directly with Customers

Your customers are THE best source of information about themselves and your product. Ask for feedback and insight from your target market through short, efficient surveys and customer interviews.

The best content, sales messaging and copy (the actual words you use to speak to your audience and sell your product) will come from your customers.

Your sales and customer service teams are also invaluable resources for understanding your customers.

They interact with both current and potential customers, gaining insights into their needs and desires.

Establishing a process to record and share this information across your business can help you tailor your marketing efforts more effectively.

Conduct Thorough Research

Investing time in research is crucial to understanding your audience.

This doesn’t necessarily require expensive focus groups or research agencies. Instead, look for insights in places where people naturally share their thoughts and experiences.

For instance, Slack groups, social media channels, and Amazon reviews can provide a great look into informal conversations and insights.

Monitor Market Trends

Keeping an eye on key publications and podcasts can help you stay updated on current market trends and customer interests.

These sources can spark new ideas for your business and help you understand what topics are resonating with your audience right now.

Crafting Your Message

Once you have gathered insights about your customers, the next step is to create sales messaging and educational content that aligns with this information and supports your sales goals.

By asking yourself questions like, “What story is my customer telling themselves about hiring me to…?” or “What story are they telling themselves when they buy my…?”, you can create content that meets them where they are and encourages them to see their story in your offer.

So, what story is your customer telling themselves?

Understanding the narratives your customers are telling themselves is a powerful tool in your marketing approach.

By engaging directly with your customers, conducting thorough research, and monitoring market trends, you can create content that resonates with your audience and drives them to choose your brand.

Remember, effective marketing is about connecting with your customers on a deeper level and helping them see their story in your offer – a process we refer to as Belong to Your Customer.