5 questions every founder should answer

During the years, I met founders with great teams and great products. Yet, their marketing was broken (they said that).

I asked them what they think is the problem. Most of the answers were related to marketing tactics, budgets, etc.

Now… from my experience, the cases where the problem is truly the wrong use of marketing tactics are just a few.

So I asked them another question: “What are the common excuses your customers use to justify inaction?”.

Silence. “Well… you see… they may…”.

Think about it. If you don’t know that, how could you handle those objections using your marketing and sales activities?

You just can’t… and you’ll reach a level where “marketing isn’t working”, but this happens due to a poor Growth Strategy.

I won’t dive today into the Growth Strategy, because you would read for the whole day, but I will talk about 5 crucial questions every founder should have an answer for.

These 5 questions can help you write better content, improve your sales process, trigger people more deeply, and many more.

Q1: What is their primary urgent problem?

Your job is to position your service (or even product) as a solution to this problem.

And if you don’t know what their biggest and urgent problem is, you can’t do that.

Q2: What have they tried to fix the problem?

You have to consider if they tried to fix the problem before and if yes, how and what happened.

That’s how you can showcase your strengths and “break the resistance wall”.

Q3: What are the common excuses they use to justify inaction?

In most of the cases, “it’s not the best moment now” it’s just an excuse they use.

If it’s not the best moment because they are usually very busy, why not talk about the small time commitment they have to make?

Q4: What are their desired outcomes?

Nobody wants to join another coaching program, they should want to find a way to spend more time with their family.

So instead of selling a service or a product, sell the outcome: more time, less effort, etc.

Q5: What are their emotions, frustrations, and fears?

Even if we like it or not, most of our decisions are made based on different emotions.

If people are frustrated because of X, assure them it’s not the case if they work with you.

Sit down, open your laptop, or take a piece of paper and try to answer these 5 questions.

Then, make sure you start using them at several stages during the customer journey.

From content to landing pages, emails, discovery calls, and so on. You can’t go wrong with this.

Also, consider this is a never-ending process. You should make updates based on several interactions you have with customers.

That’s how you will make sure your marketing will keep working in 6, 12, or 18 months.

You don’t get stuck in an “old system” just because the market changed and you didn’t adapt.