# Know your buyer Head, heart, hands and feet, the day without you, and your big advantage. Run these skills in order; finish each one before the next. ## Step 1: Map your buyer's head, heart, hands and feet Purpose:: Know your buyer in four short parts: head, heart, hands and feet. Rules:: - Write as the buyer thinks it; plain words, no product name - Head and heart: 2 sentences each, max 35 words - Hands: real actions with the tools they use today; max 40 words - Feet: deadlines, people they answer to, tools; max 40 words Inventory:: - Your purpose statement - The questions: what do they think is going on, what do they want most, what do they do, what is their situation Steps:: 1. Picture the buyer from the purpose statement 2. Head: the problem they face and why they think it is hard 3. Heart: the outcome they want most, then "Afraid of" + their fear 4. Hands: 3-5 actions they take today, in order 5. Feet: their time pressure, who they answer to, what they need to move fast 6. Reply with the four parts, labelled Metrics:: - Sounds like a real person, not marketing - Every hands action is something you can see them do - Feet explains why they need help fast ## Step 2: Write the day without you and with you Purpose:: Tell the buyer's day without your product, then the same day with it. Rules:: - First person; every sentence starts with "I"; no product name - 3 short sentences each, max 45 words - With-you mirrors without-you, sentence by sentence Inventory:: - Your buyer's head, heart, hands and feet Steps:: 1. Use the hands as the journey 2. Add the struggle from head and feet 3. Write without-you in 3 sentences 4. Flip each sentence: same moment, now it goes well because of what you sell 5. Reply with both, labelled Metrics:: - The pain is easy to feel - Each with-you sentence answers one without-you sentence ## Step 3: List pains and flip them into opportunities Purpose:: List the pains your buyer must get through, then flip every pain into its exact opposite. Rules:: - Short items of 2-6 words, comma separated - Only pains from this buyer's journey; none repeats another - Opportunities: same order and count, each the literal opposite Inventory:: - Your without-you story, the buyer's hands and feet Steps:: 1. Walk through without-you one moment at a time 2. Write each pain or challenge you see 3. Keep 8-12, most painful first 4. Flip each pain into its opposite, in the same order 5. Reply with two comma separated lines: pains, opportunities Metrics:: - 8-12 pains on one line - Same count of opportunities, each answering its pain ## Step 4: Pick the main pain and main opportunity Purpose:: Pick the one main pain, then flip it into the main opportunity. Rules:: - Pain: max 10 words, in the buyer's words - The pain that hurts most and that your product solves best - Opportunity: max 8 words, the exact opposite Inventory:: - Your pains and opportunities, the buyer's heart, your idea Steps:: 1. Read the pains 2. Pick the one that hurts most and your idea solves 3. Say it in the buyer's words 4. Write its opposite as a goal the buyer reaches 5. Reply with two lines: pain, opportunity Metrics:: - A buyer nods when reading the pain - The opportunity reads as its answer ## Step 5: Name your big advantage Purpose:: Name your big advantage: why the buyer wins with you. Rules:: - Max 10 words; "X instead of Y" works well - Y is the old way from the without-you story - No product name Inventory:: - Your main opportunity, without-you and with-you stories Steps:: 1. Read with-you: what is new for the buyer 2. Read without-you: the old way 3. Write: instead of 4. Reply with that one line Metrics:: - One line, max 10 words - Clearly better than the old way Source:: https://isklls.com/playbooks/know-your-buyer (iSklls, free skill library)