Frustrated? Here's 3 Steps to Understanding Your Customer

Posted on August 23rd 2014

Frustrated? Here's 3 Steps to Understanding Your Customer

What if someone asked you “What do you want?” You can have anything that you want?

Would you specifically know?

When the question is asked a popular answer is often loads of money … and when people say that to me I ask “Why? To buy what?” They don’t need money, they need money for something else…..

So why is this question so relevant to businesses……

Do you know what your customer specifically wants?

Not what you offer. Not in general terms e.g. a gift. Not what the tangible ‘thing’ looks like BUT what the ‘thing’ brings to their life.

Let’s take the idea of a gift. A gift is more than the gift itself. It conveys something. It conveys friendship or love. It conveys that you really have thought about what would make that person happy. It conveys how much you value that person. Understanding your customer is more than demographics.

Why you need to know the specific WANT

Unless you know then you can’t market your goods and services to that person. Marketing needs to address specific reasons.

Marketing needs to speak to the want not the product. (Tweet this)

Understanding your customer is more than sales channels.

How do you appeal to a customer’s need?

You use the words that they would like to feel after the purchase. You move them from how they are feeling now to how they will feel after they have purchased it. Why do you think blog posts often start with Frustrated … or Simple … or Improve … or Maximise.

People want something from you. They are looking at your website because they need something. They need you to show that you understand and that by choosing YOU, they will be transformed in some way.

This works for widgets, works for food, works for car maintenance or legal services. There is always a need that requires satisfying.

Today think about whether you can truly answer

  • What is the specific need for your ideal customer? (Remember to dig down to the absolute need, remember the money….why do you need a million pounds!) (Tweet this)
  • How do you show you understand how they are feeling now and give them the answer. So if it is frustrated then how will your brand solve that frustration and how will they feel afterwards.
  • When do these feelings occur, what prompts this feeling? Because it is the accident that prompts them to need a body repair service, it is a divorce that prompts the need for a legal service etc  This trigger is where your brand needs to be…..this trigger is before they know it is YOU that they need. It is this trigger that you need to appeal to…

Understanding your customer is about understanding the specific need, feeling and trigger….once you have those 3 answers….market away!

For more tips, for more simple, easy guidance to creating the brand you dream of (!!!) Let me write to you each Wednesday with a quick tip for business success.


Anna Farmery


Well, I qualified as a Chartered Accountant with KPMG before joining the printing industry as a Financial Controller. I was lucky that I worked for a truly inspirational leader who recognised some kind of talent for leading people and at the ripe old age of 25 I was promoted to Managing Director. I knew then that I loved developing and inspiring people to bring out that talent that I believe is inside all of us.

I continued in industry working for FMCG companies for 20 years latterly as a Group HR/Finance Director for a major worldwide brand but then decided to establish my own company - The Engaging Brand.

I guess that I am really proud of building The Engaging Brand as I started with a budget of only £500 and now it is a successful thriving business that has helped many others achieve their dreams – all done through social media. Engaging people internally and externally with your brand is so important and I love helping people find innovative ways of engaging people in this hectic modern world.

The Engaging Brand was my dream of working with passionate people who want to grow their businesses through social media – often on tight budgets.

Much of my time is spent speaking and delivering workshops on branding, social leadership and social media.

As for my style well, I love this quote from a Melcrum event that said I was  "a ball of energy and crammed packed of ideas".

I also produce The Engaging Brand podcast - nominated six years running for the Best Business podcast – which is my way of giving something back to the business world which has been so wonderful to me. The show interviews a wide range of people looking for creative ideas of how to develop both you and your business.

And a recent addition to the CV is a 1st Class Honours Degree in Law, which I am very proud of and hopefully will be progressing on to a Ph.D researching social media and the effect on the modern employment contract.

If you want to contact me directly to see how I can help you grow your business then you can

Phone me on +44 (0)7914 381864

E-mail me at [email protected]

Or engage with me on twitter at

Awards and Recognition

The Engaging Brand names in Top Leadership Blogs
The Engaging Brand is in Top UK Online Marketing Blogs
The Engaging Brand Blog in the Power 150 Of Advertising Age Blogs
The Engaging Brand podcast voted in Top 10 of Small Business Radio
Nominated for Best Business Podcast at the Podcast Awards 2007, 2008, 2009, 2010 and 2011
The Engaging Brand podcast voted in Top 10 Marketing Podcasts
Voted in Top 16 Most Valuable Podcasts
Listed in the Small Business Top 100 Small Business Trends
Reviewed on Cool Podcasts
Voted 21st in the Top 100 Best Business Blogs
Top 25 Marketing Blog
Named in 100 Best Career Resources for Grads and PhDs by

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