Yesterday I spent the day at Blogging Concentrated, learning how to be a better blogger from the very smart Dan Morris and Rachel Martin, along with some other instructors. (I taught too – more on that in another post!)

One of the things Dan talked about was empathy maps. I’d never heard of this before, but it’s a tool you can use to discover what your customers and clients really need. Now I know, they think they know what they need, but if you go through the exercise, you’ll often find out that they really don’t know at all. What they say does not match what they think or what they do.

The idea is that when you work through an empathy map for your ideal client, you’ll be better able to offer the service package he or she really needs rather than the one she says she wants (and doesn’t buy).

So today I came across this guide to using empathy maps on, so I thought I’d share with you. Do the exercise, and see if what your customer needs matches what you think they want.

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