In this encore episode, we talk about how to use the frustrations, fears, wants and aspirations or your audience, as the foundation of your marketing. 

You have probably heard multiple times you need to start your sales process by defining your niche because when you do, you can create more relevant content.  

But our guest Leon Streete, says just defining the “who” is not enough.  The demographics only gives you half of the picture. The second part, which is usually the most important part, is to think about what is going on psychologically with your audience.

Why is this important?  When people make a buying decision, they make it first with emotion. So if your message has no emotion, you’re not going to get people to the end result. Your sales pitch will be missing the very thing that’s going to get them engaged and interested.  

Once you understand those elements you can begin to outline a list of things which frustrate them.  Make the list as long as possible, because every customer will be a little different.  Having multiple pain points will give you multiple messages potential customers may connect with.