Below the surface: Uncovering your buyer's true motives

- All right, that took a while, but I now have my ideal customer profile. I know what their age is, what their job title is, what their income level is. I even know what their hopes and dreams are. - Yeah, none of that stuff really matters. - What? - All it does is focus on their situation when you should be trying to capture their motivation. - Okay, so how do I capture their motivation? - It starts by understanding that everybody buys everything on two separate time horizons. You've got the short term goal and the longer term vision. If you hire someone to mow your lawn, well, then the short term goal is freshly cut grass, but the longer term vision is a yard and a home that you can feel proud of. - Right, so which time horizon should I speak to? - It's all about how familiar people already are with the kind of thing that you sell. When electric cars renew, the messaging was all around the short term goal of going the distance without the gas, but when people became more familiar with electric cars, that messaging shifted to the longer term vision of helping transition the world to sustainable energy. - Right, okay, I get that. - Remember, it's not about what you want to sell. It's about what they want to buy.