Hey there,
When it comes to selling a solution or product, we often get so caught up in what we want to say that we forget to ask the most important question: “what does my customer actually need to hear right now, and when do they need to hear it?”
Meeting your customers where they are isn't just about choosing the right marketing channel. It's about understanding their journey, their timeline, and their state of mind.
It's about recognising that someone researching options has completely different needs than someone ready to buy. That a business owner in January planning their year needs different information than that same person in November trying to hit their goals.
Some businesses create beautiful content that solves real problems, but they're delivering it at the wrong moment in the customer journey. They're answering questions their prospects aren't asking. They're using industry jargon when their customers are still learning the basics. They're pushing urgency when their audience needs education.
The truth is, your customer is on a journey, and they need you to walk alongside them, not sprint ahead or lag behind.
This week's action steps:
This week, I want you to map out one customer's journey from problem awareness to purchase. Pick a real customer if you can, or create a composite from several. Write down answers to these questions:
What triggered them to start looking for a solution? (A specific problem, a deadline, a conversation, a realisation?)
What questions did they have at each stage? (Early research vs. final decision)
What almost stopped them from moving forward? (Concerns, objections, confusion.)
What language did they use to describe their problem? (Not your industry terms, their actual words.)
How long was their decision timeline? (Days, weeks, months?)
Now look at your current marketing. Are you addressing those specific questions at the right time? Are you using their language or yours? Are you meeting them where they actually are in their journey? Make the adjustments as needed.