Frustrations

Our inherent ability to anticipate outcomes based on previous experiences plays a crucial role in our decision-making process, particularly what has prevented us from buying in the past. We’ll refer to these as frustrations because these are often triggered or influenced by external factors. If you once again imagine yourself in the mind of your ideal customer, what inconveniences or frustrations would you be thinking about?

Examples:

• The buying process took too long.
• The language used was confusing.
• The options were too many.
• The person wasn’t friendly.

Exercise:

Write down a list of frustrations your customers are likely to have experienced in the past and next to each write a description of how your product/service addresses them.