Marketing Strategy: How To Get Into The Heads Of Your Customers

Have you ever come across a product and wondered, “How did they know I wanted that?” 

When a company seems to create products and services that are exactly what you were looking for, but the product is so new that there’s no way you could have known about it before, that’s when you know the brand has really gotten inside your head. 

Sometimes this happens when we’re not even trying maybe we just picked up some sort of telepathy from aliens who are posing as humans on Earth. But more often than not, it comes down to good marketing. 

A lot of brands focus on understanding their customers it’s part of their marketing strategy. This can be done through surveys or interviews with potential customers via focus groups, as well as by looking at existing customer data (such as past purchases).

Demographic information (such as age or income level), and other information is available in public records like census data.

How to Approach Customer Marketing Strategy
Understand your target audience’s needs and preferences deeply.
Conduct thorough market research to identify pain points.
Develop customer personas for better targeting.
Craft personalized and relevant messaging.
Use data analytics to refine and optimize your strategy.
Implement feedback loops to continuously improve.
Leverage emotional storytelling to connect with customers.
Monitor and adapt to changing customer behaviors and trends.

Understand What Your Customer Wants

Understanding your customer is the first step to marketing success. To do this, you have to know what your customers want. They want different things at different stages of the purchase process and even more importantly, they want different things at different times in their lives. 

Customer wants are the basis of all marketing; without them, there would be no products or services offered by any business.

Customer needs can be broken down into two categories: intrinsic and extrinsic. Intrinsic factors relate to a person’s innermost desires and preferences and what they need from life itself.

While extrinsic factors refer to external pressures or influences that make a person buy something he or she doesn’t need but thinks he/she does (because advertisers tell him/her so).

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What Bothers Your Customers?

It’s important to know what your customers are talking about. People will tell you what they think if you listen.

You can do this by watching the following things:

Customer Service Calls – Customer service calls are a great way to hear real-life customer issues. Most people who call customer service don’t want to be on hold, so they’re pretty quick to get their point across. If they’re frustrated or angry, they’ll let you know it!

Social Media Posts – Pay attention when someone posts something negative about your business online. You may have missed some bad experiences that customers had with your employees or products/services and now it’s spreading through word of mouth fast!

Reddit & Forums – Reddit and other forums often contain complaints about businesses and brands, which can help identify problems with customer satisfaction in general (not just yours).

Get Specific With Your Persona

Your customer personas are an important tool in your arsenal. They help you understand who your target audience is and what they want so that you can make better marketing decisions.

What’s a persona? It’s a fictional representation of your ideal customer. This can be based on real data and research, but it doesn’t have to be personas that give you the freedom to be creative with your assumptions about who they are and what they like.

You can create multiple personas for each customer segment or use one persona per market segment if there isn’t much variation between them (for example, all of our customers might fit into the same role). 

Personas shouldn’t just represent demographics; they should also include information about job title and educational background as well as what motivates them at work (or at least how we believe this motivates them).

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Keep Your Personas Visible

Keep your personas visible. It’s tempting to put your personas away in a drawer, but they should be visible to everyone in the company. 

They should be accessible to all departments and made available as PDFs or posters on the walls of everyone’s offices. 

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Make sure you keep track of changes in customer needs and behaviors over time by refreshing their data every six months or so (or more often if need be).

Adopt The Right Mindset To Market To Your Audience

There is a lot of information out there on how to market to your audience. However, if you don’t have the right mindset in place, you’ll never be able to effectively market to them.

This doesn’t mean that you need to be a marketing expert or have all the answers before you start working on your strategy. But it does mean that you should be aware of how your audience thinks and what their needs are before beginning any sort of marketing campaign.

The following are some questions that will help guide your decision-making process when developing an effective marketing strategy:

Analyze Your Competition

To get into the heads of your customers, you need to understand what they’re thinking. When it comes to customer behavior, there are two main things to consider: what they’re doing and what they’re not doing.

When you understand how your competition is positioning themselves about their audience and whether or not those strategies are working you can make sure that yours is much better positioned. 

If a competitor puts out an ad campaign and gets great results, but none of their competitors follow suit with similar campaigns and get even better results, then maybe it’s time for you to take notes! 

Conversely, if a competitor has been using the same approach for years without any success at all and yet other brands continue using this same method of marketing simply.

Because “that’s just how things are done around here” then perhaps it’s time for them (and everyone else) to start experimenting with new ideas.

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Empathy Mapping And Buyer Personas

To understand your customers, you need to consider what they want and how they think. Empathy mapping and buyer personas are two tools that can help with this.

Empathy Maps

An empathy map is a tool for understanding your audience by mapping out how people think and feel about a certain topic or product category. One of the most common types of empathy maps is an empathy ladder diagram, which looks like this:


In this example, we have mapped out four different types of buyers with varying levels of interest in our product from the lowest (sheer indifference) on the left side up to the highest (passionate enthusiasm) at the top right corner and then listed their associated needs, motivations, benefits and objections below each quadrant accordingly; 

Conversely, we have also included some relevant statistics (e.g., market size). You can use similar techniques for mapping many other aspects of your potential customers such as their purchasing habits online or offline as well as their social media activities.

All information is valuable when deciding how best to reach them with specific marketing messages later on down the line.

Become Customer-Centered Instead Of Product-Centered

One of the best ways to get into your customers’ heads is to focus on them instead of your product, company, competition, and so on.

If you’re going to improve your marketing strategy by focusing on what matters most in the minds of consumers, then you need to consider all aspects related to that decision. 

When people buy products or services they are making a choice based upon their own needs and wants as well as market conditions. 

Your goal should be to become fully aware of everything that goes into this decision-making process so that when it comes time for someone like yourself (the person reading this article) make decisions about how much money should we spend on advertising? 

Or how many products should we manufacture? Or what kind of promotion would work best for our product/service?

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Be Customer-Focused In Every Meeting

Whether you’re talking with your boss, colleagues, or staff members, all of your meetings should be focused on the customer. 

You need to make sure that every single person who is involved with the company understands that no matter what they are doing, it must be done for the customer. 

If a customer-focused culture is not set at the top of an organization and reinforced throughout its ranks, then there is little hope of achieving success.

Customer feedback should be sought out by asking open-ended questions such as “What are our most important goals?” or “What do we want our customers to think about us?” 

It could also include things like “How do you like our new product line? Is there anything else we can do better/differently? 

What would help us achieve more success moving forward?” By asking these types of questions during regular meetings with employees and stakeholders involved in decision-making processes within marketing departments (including digital agencies).

Companies can ensure that everyone is aligned around shared goals and objectives concerning meeting consumer demands.

Know The Difference Between A Customer Avatar, Buyer Persona, And Ideal Client Profile

A customer avatar is a fictional character that represents a customer. A buyer persona, on the other hand, is a fictional character that represents a group of customers. 

The ideal client profile (ICP) is yet another fictional representation of an individual customer but this time it gives you more details than just basic demographics like age and gender. 

While these are all great tools for understanding who your target audience might be, it’s important to know when each one should be used and how they differ from one another:

Customer avatar: This helps you visualize what your ideal customer looks like and understand their motivations, goals, and challenges as well as their emotional state at any given moment in time. 

It can help guide decisions when making product development or marketing decisions about which features to include in your products or services.

Because it gives insight into what motivates someone enough to buy from you rather than from someone else who offers similar products/services at lower prices/higher quality levels.

Buyer persona: Buyer personas help businesses determine how best to target different groups within an industry based on specific interests.

But don’t always include demographic information such as age range or income level because these aren’t always relevant factors when making business decisions about who’s likely interested in buying something from them.* Ideal client profile: 

This includes demographic data as well as psychographic information about each consumer including his/her values & beliefs; 

Knowledge level related topics around said topic areas (e.,g., IT); influence over others’ buying decisions within specific industries/geographies, etc.

Create A Wishlist For Your Dream Customer Profile By Talking To Your Best Clients

By talking to your best clients, you can create a wishlist for your dream customer profile. This is the person who will be most likely to buy from you again and recommend you to others. 

Take the time to ask them about their goals, what they like and don’t like about your product, and what they wish they could do with it that they can’t right now. If you don’t know where to start, here are some questions I’ve found helpful:

  • What would make my product better?
  • How often do people use this feature? Why or why not?
  • What do people say when I tell them how much my product costs (or how much money I’m making)? Are there any objections that come up often?

Focus On Subtleties

Once you know what your target audience is, it’s time to think about how you can reach them. It’s important to not only look at what they want but also who they are and that means looking at their buying habits, needs, and preferences intricately.

Getting into their heads requires more than just understanding their desires; it requires knowing what kind of person they are, too. You need to zero in on the subtleties like psychology and culture so that you can better understand how your product might appeal to them.

Client Avatars Are No Longer Just For B2C Brands

In the past, client avatars have only been used by companies to understand their customers better, but now they’re also being used to create a better customer experience and build more effective marketing campaigns.

How can you use client avatars? First, you have to identify three key elements of your business: who your audience is, what they want and how they think. From there, you’ll be able to start creating personas that represent different types of people within your target audience. 

You’ll also want to figure out how these people interact with each other online by looking at things like Facebook groups or LinkedIn groups (or even Yelp reviews).

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Build Stronger Connections With Customers By Getting Personal With Them

The first step to ensuring that you’re providing the right product at the right time is building a relationship with your customers. If you don’t understand what they want, how can you possibly know when to offer them something new?

By asking questions and listening closely to their answers, you can learn about their desires, needs, preferences, and dislikes. You could even ask them if there are any products or services that they would like for you to improve on or stop offering altogether!

Take A Look At Your Current Customers To Find Out Who They Are

One of the best ways to learn what your customers want is by talking with them directly. Start by surveying your current customers, and asking them questions about their demographics, behaviors, and attitudes. 

Find out what they like and dislike about your product or service. Find out what they want and need from you, if anything at all.

Find out if they are happy with the value they get from their purchase (and don’t forget to ask why). Ask them how you could improve upon the experience of doing business with you to have a more positive impact on their lives or businesses.

You might also consider polling people who aren’t currently using your products or services but are potentially interested in using them these folks may provide valuable insights that will help guide future marketing endeavors

Use An Internal Survey To Get Into The Heads Of Your Customers

Using an internal survey to get into the heads of your customers can be a great way to find out who they are, what they’re looking for, and how you can help them.

Use this information in combination with other studies to create a deeper understanding of who your customers are, what they want, and how you can best serve them.


An effective marketing strategy is all about getting into the heads of your customers. By taking the time to create detailed customer personas for every type of buyer you have.

Then using these personas to guide every step in your sales process, from creating content to closing deals, you’ll be able to attract more business in less time and with less stress.

Further Reading

Here are some additional resources to deepen your understanding of marketing strategy and getting into your customers’ minds:

10 Ways to Get into Your Customers’ Heads Beyond Creating

Learn innovative approaches to understanding your customers’ needs and preferences beyond traditional methods.

Marketing Strategies to Attract and Retain Customers

Explore effective strategies for attracting and retaining customers through tailored marketing techniques.

Crafting a Successful Marketing Strategy

HubSpot provides valuable insights into creating a comprehensive marketing strategy that drives growth and engagement.


What are some advanced techniques to understand customers’ preferences?

Advanced techniques include analyzing customer data, conducting in-depth surveys, and leveraging predictive analytics to gain deep insights into customers’ preferences.

How can I retain customers through my marketing efforts?

To retain customers, focus on personalized communication, loyalty programs, exceptional customer service, and consistent engagement through targeted campaigns.

What elements should a well-rounded marketing strategy encompass?

A comprehensive marketing strategy should include market research, defining target audience, setting clear goals, choosing appropriate channels, crafting compelling content, and measuring results for continuous improvement.

How do I adapt my marketing strategy to changing market trends?

Regularly monitor industry trends, competitor activities, and customer feedback. Adjust your strategy by incorporating new trends and technologies to stay relevant and competitive.

What role does storytelling play in an effective marketing strategy?

Storytelling helps create an emotional connection with customers, making your brand memorable and relatable. Incorporating storytelling into your marketing strategy can enhance engagement and loyalty.