Making sales easy

The missing dimension in customer profiles

Let’s think about customers for a minute. Who are the people buying your product? Are they men in their 30s, single moms, or people with ADHD? That’s how we usually define audiences — by their roles and characteristics.

That’s not the whole picture, though. One important dimension is missing — the timeline. People switch products not because of their age range or some other traits, but because of very specific events in their lives. These events make them overcome their anxiety about trying a new thing — their habits. So, it’s not just who’s buying our product, but also when they’re doing so. There is always a story behind every purchase. Knowing these events helps us target our marketing efforts far more precisely. We’re not just spending advertising dollars on typical buyers, but also on moments when they’re more likely to buy.