Knowing your target audience is foundational to everything in your business, and you probably know that. You know that you need to learn about demographics, like age and gender, income level, geography, but demographics aren't enough. And maybe you know that you need to figure out their psychographics, their values, attitudes, pain points, desires, their behaviors, like where they hang out, what they like to do, their hobbies, their daily routines.

But again, you need to go even deeper if you want to change their lives. You need to understand how they are thinking before you try to sell them anything. To understand what you need to tell your audience, you must first understand what they are telling themselves because everyone is telling themselves something, and many people are telling themselves a story, a story that may not even necessarily be true. Here's the thing. Buyers are liars, not necessarily intentionally, but a potential client could tell you one thing, such as, I'm going to try to do this on my own.

And then a typical entrepreneur might try to dive in to support them through why they can get results faster if they sign up and try to handle the objection. Meanwhile, what's really going on in the prospect's mind is doubting whether the result is even possible for them at all. They might be saying that they're going to try to do this on their own, but they actually don't even believe it's possible and are afraid to invest and waste that investment.

It's your job to know what your audience is thinking. You need to become a mind reader. Mind readers change lives. Knowing what your audience is actually thinking will help them get out of their own way and start getting results. Now, obviously, you can't actually read their minds, but you can do your research upfront.

You can talk to your audience. You can put yourselves in their shoes, and you can plan ahead to really understand what they may be thinking. So when you want your audience to take action on anything, it doesn't matter if it's buying. It could be something smaller, like clicking on an ad, registering for a webinar, commenting on your social post. Doesn't have to be enrolling in an offer, but it certainly includes that too. If you want them to do any of those things, you have to dig deeper. And you need to understand five things about them. Here's the tool that I wanna give you to think through before any action is requested of your audience.

One, you need to think through where they are now very specifically, literally in their current situation. They're sitting on the couch, their phone out, scrolling through Facebook when they see your ad. You need to understand their thoughts, their fears, what they're telling themselves, all of the doubts, you need to know what they're thinking. And then their thoughts determine their feelings, and how they feel will determine their actions or their inaction, and that will determine the results that they currently have. So, you need to understand and think through all of those five things, where they are now, their thoughts, their feelings, their actions, and their current results.

And then you need to go back through all five of those things for what needs to be true in order for them to take that next step. You need to focus on just the very next step that you want them to take, so not the end result, but just the smallest next step, just clicking, just opting in, just reading the page, what is that very next step? Think through their current situation. When they see the ad, what do they need to think in order to click? What do they need to feel in order to click? What action do they need to take? What result can they expect? What result do they need to see is even possible that will get them to take that next small step.

It's the difference between someone thinking that this isn't possible for me to maybe thinking, this is possible. This could be possible. Maybe it's possible. And just clicking through to see, to explore, getting to know your audience at this level, going this deep, this is how you'll get them to start taking action, understanding what they are thinking so that you can change lives. Because when you understand your audience at this level, when you see behind the curtains, when you're able to cut through everything that they might say out loud to really read between the lines for what's going on in their minds, that's when you can make a real difference.