There’s many reasons to buy a boat. Someone who wants a rush will buy a speed boat. Someone who wants to party will buy a pontoon boat and someone who wants to fish will buy a fishing boat.
Though all three are boats that get you from point a to point b – the reason to buy is totally different.
Most businesses aren’t as obviously segmented the way boats are but it’s crucial to understand why someone really buys from you. So you can refine your message to the right audience.
Why do your customers buy?
Also published on Medium.