Get inside your customer's head

Michiel Destoop
April 25, 2017
⏱ 2 min. read

Have you seen the movie ‘Being John Malkovich’? You don’t have to take ‘getting inside your customer’s head’ that literally. What should you do? Put your customer and his needs front and center, instead of your own product and service.

In the movie 'Being John Malkovich' from 1999, the main character — played by John Cusack — opens a little door in his office building and ends up inside of the head of the actor John Malkovich. He's able to look 15 minutes through the eyes of the movie star.


What an experience! I reckon a lot of marketers would like to do the same with the heads of their customers. What's holding you down?

Buyer personas

Who are your customers or prospects? What defines them? Can you group them on certain criteria? That's how you define your buyer personas. Buyer personas are fictitious people, exemplary for one of your target groups.

What makes buyer personas useful? They make the segmentation of your target groups very tangible. Furthermore, they not only list rational features, but also emotional ones.

Creating buyer persona cards helps you find relations between your product or service and the living world of your customers. This comes in very handy in your content marketing. For example, if you want to publish engaging and diverse Facebook updates, it's beneficiary to empathize with your target groups as well as possible.

Tailored to needs and pains

Find your customers' needs. Translate product features into solutions for your customers' needs. What's his problem? What would he like to achieve? Listing and repeating these pains is a very strong way of communicating.

A physician or a physiotherapist also pushes where it hurts first before he can start his treatment.

Pricing and promotions

Get inside of your customer's head if you want to define the right price, or if you want to play with reductions and promotions. What's the psychological price he's willing to pay? How does he come up with that price? Based on competitor's pricing? So, how can you differentiate yourself from that competition? Try finding the added value or a way that makes you noncomparable. 

Where and when

So, you've tackled the What and Why. But what about the Where and When? What's the best place to communicate with your customers? Do you focus on online communication or should you evaluate advertising on buses as well? And what about timing? 

Keyword: empathy

A lot of questions, but coming up with the right answers paves the way to a successful marketing campaign. Finding the right answers comes from experience, but also from empathizing with your target groups. Or factual research. But even defining what you want to research, is based on empathy.

Getting inside your customers' head, earns you a spot in his brain. Next time he needs to decide on buying, you're on the top of his list.

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