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Map your buyer's head, heart, hands and feet

Write what your buyer thinks, wants, does and is up against, in their own voice.

6 steps4 rulesStep 1 of 5 in Know your buyer

Use this skill

Read https://isklls.com/s/map-your-buyer and follow it.

Paste it into Claude, ChatGPT, Codex, Gemini or any agent that can open a link, then add your task.

Save.md
map-your-buyer.md
Raw

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. 1Picture the buyer from the purpose statement
  2. 2Head: the problem they face and why they think it is hard
  3. 3Heart: the outcome they want most, then "Afraid of" + their fear
  4. 4Hands: 3-5 actions they take today, in order
  5. 5Feet: their time pressure, who they answer to, what they need to move fast
  6. 6Reply 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
Brand.md

Purpose:: Say in plain words what your product sells and what that makes it.

Steps::

  1. 1. Read the idea
  2. 2. Name the thing the buyer walks away with (a list, a reply, a report, a file)
  3. 3. Name the kind of maker that produces it (a teacher, a cook, a mechanic)
  4. 4. Fill: I sell _, so I am _

Say what you sell in plain words

Name the concrete thing your buyer gets, and what that makes you.

Brand.md

Purpose:: Flip what you sell into what it is a means to, then flip again into a human outcome.

Steps::

  1. 1. Take the output after "I sell"
  2. 2. Ask: why does the buyer want it? Fill: <output> is a means to <goal>
  3. 3. Ask once more: what does that goal unlock for a person?
  4. 4. Fill like the brands: <Verb>ing our <product> is a means to <outcome>

Flip what you sell into what it is a means to

Turn your output into the bigger goal it serves, twice, like the big brands do.

Brand.md

Purpose:: Pick the strongest "to ..." goal from your flips and sharpen it.

Steps::

  1. 1. Read the goal in each flip
  2. 2. Take the biggest, most human one
  3. 3. Cut it to max 8 words that still mean it
  4. 4. Reply with that phrase, ending with a period

Pick the one goal your brand stands for

Choose the strongest "to ..." goal from your flips and cut it to t-shirt size.

Brand.md

Purpose:: Write one clear purpose statement: what it stands for, what it is used for, how it is experienced and its main benefit.

Steps::

  1. 1. Stands for: take your "to ..." goal
  2. 2. Used for: take what you sell
  3. 3. Experienced: how a user feels while using it
  4. 4. Benefit: the one big win for the user

Write a purpose statement

Draft, then finalise one sentence that says what you stand for, what you are used for, how it feels and the big win.