<aside> <img src="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/23dc0193-a1ec-420c-bf41-5df9c2b71b2f/4.png" alt="https://s3-us-west-2.amazonaws.com/secure.notion-static.com/23dc0193-a1ec-420c-bf41-5df9c2b71b2f/4.png" width="40px" /> Customers don't buy your product features. They buy a solution to their problem.

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If you want to win customers, you need to understand them and communicate with them empathically.

Your customer wants and needs to know exactly how your product solves his problem and thus improves his life. It is helpful if you put your customer into the emotional world of his perfect target state "of the problem already solved" before the purchase.

In order for you to succeed, it is important that you are able to comprehend the situation your customer is in in a holistic way.

<aside> 🚨 Your customer is a human being, not a data sheet.

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What are the motives behind your customer's buying decision? By motive, or need, we mean a person's endeavor to achieve a desired target state that represents a very specific value for him or her. Our motives are the drive and direction of our actions. They generate energy for action and help us to evaluate events.

There are various models and visualizations for the purchase motives and the underlying needs. I would like to present the most important ones here

<aside> ✅ What event creates the problem for which your offer provides the appropriate solution?

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Important

For each model there are various studies, trainings & seminars and there are proven experts in the field of psychological profiles and neuromarketing. This step does not claim to replace them, but should give you an insight into the emotions, values and motives of your target customer, so that you can understand him better.