Many years ago I went to a funeral of a distant relative but I still remember it today.

As I sat on the cold pew I discovered that nobody in the family had offered to do the eulogy.

Not because she was massively unpopular (although she was a prickly character and a little bit… Victorian…) but because they thought the vicar would do a better job.

Wrong.

The speech was terrible.

He quite clearly didn’t know my relative and hadn’t really harvested any accurate personal information.

He cobbled together her personality from some assumptions, using a few general phrases that could apply to anyone.

“She lived a happy life” (not exactly).

“Caring….” (um, not quite! She really didn’t like people.)

“Would have loved to see her family together” (I could count at least five people that would have made her boil with rage).

The congregation sat there, bored and bewildered at this generic and irrelevant fiction.

It was pointless.

It didn’t reflect a real person and didn’t connect with any of the attendees.

This is what a lot of bad course creation and marketing is like.

“Dear General Public… whoever you are…”

In an effort to please everyone and be all things to everybody, you can end up with a bland online course offering that doesn’t speak to anyone in particular.

The question is, do you want to spend money and waste time trying to appeal to loads of people who won’t buy from you?

Or would you rather find some actual customers who will benefit from what you share?

If so, then you need to KNOW who you are talking to.

You need to know what gets them frustrated, what makes them wake up at 2am in a panic and what they really, truly, deeply want out of life…

And yes, like the vicar with my poor deceased relative, you need to know their flaws, foibles, weaknesses and problems.

That’s when things get real and people start paying attention to you.

So if you want to tap into the emotional life of your customer, you need to find out everything about them, right down to what they read in the morning, what they wear to work and what they worry about at night.

This might sound like an impossible – or at least very tricky – task.

This is why so many people skip it, to their cost.

But I have some free training which shows you the easy way to do it!

And here’s a download to get access to it right now (no need to fill out your email address or anything!)