Quick Summary: It’s easy to let assumptions about your customer’s needs go unquestioned, especially the ones that feel obvious. Asking “who is your product for” instead of “what is your product for” can uncover seasons of demand and customer types you’ve been overlooking, opening up new marketing opportunities hiding in plain sight.
I had a great call with one of our CFO clients this week.
He explained the seasonality of his business. It was a “given” that normally would have just checked off in my mind.
But that day I had been to my Top 3 Book Workshop class, and I was thinking differently.
The Question That Changes Everything
So I asked the question: who is your product for?
In class, we are forced to decide that before we start writing. Who is your book for, not what is your book about.
For my client, “who is your product for” let us put aside our assumptions and open up to a world of possibilities.
Seasonality Isn’t One-Size-Fits-All
The reality is there are multiple times a person might need his product, depending on who they are.
Yes, there are certain times a year when we focus as a culture on the need his product serves. But some people and professions have other seasons that occur more frequently, or when the need is far more urgent.
We had a good brainstorming session that will open up new marketing opportunities to explore.
A Question For You
Who is your product for, and who could it be for, if you got creative?
Cyndi
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Frequently Asked Questions
Why should I ask “who is my product for” instead of “what is my product for”?
Starting with the customer instead of the product forces you to set aside assumptions about when and why people need what you sell, often revealing overlooked audiences and demand patterns.
How can rethinking my customer open up new marketing opportunities?
Different customer types and professions can have distinct “seasons” of need that don’t align with the culturally obvious timing, so identifying those groups can surface marketing windows competitors are missing.
Is customer seasonality the same for every business?
No. While there may be a widely recognized peak season for a product category, specific customer segments can need that same product at different, more frequent, or more urgent times.
