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Describe demographics, psychographics, and specific characteristics
Describe their main worries, frustrations, and challenges
What outcome or result are they actively looking for?
What proof elements would convince them to trust you?
List the key emotions that motivate them to take action
What competitors or alternatives have they already experienced?
What specific problems did they encounter with other solutions?
Paint a picture of their ideal future state
What evidence would convince them you're legitimate?
What qualifications or certifications would impress them?
What kind of customer stories would they relate to?
What risk reversal would eliminate their purchase anxiety?
Focus on the most compelling, measurable outcome
List the most important product/service features
What action phrase would compel them to click?
What guarantee would remove their fear of buying?
