I have a lot of experience working with brands, so it’s inevitable that I get asked to give my opinion on whether or not the brand is engaging with its prospects in the most optimal way.
There is danger in answering this. Even if I have deep knowledge of their industry. Even if I have intimate insights regarding offerings like theirs. I run the risk of making an assumption that sends the brand efforts off in a direction that will ultimately fail (or, more likely, result in ho-hum results).
No matter how well versed I am with the industry and offering, I sidestep the question. Because there is somebody way more valuable to the brand who we should turn to for help.
Ask your brand experts
The people most qualified to help you understand your prospects are the people who were once prospects themselves. That means digging in to understand why your customers became your customers. There are many ways to do this. Here are a few:
- Don’t forget that you can simply ask your prospects — sometimes we overlook the simple solution. I’m always amazed at how open people are to sharing why they do what they do. Create a survey to gather their thoughts. It can be a formal affair, or it can be a few questions across your social channels.
