Know Your People: 5 Ways You Can Outcare the Competition

What do buying ads, creating content and tweaking your online profile have in common?

These are all ways to try and capture the attention of others. There are thousands of tools out there. And if you aren't careful, you can spend thousands of dollars – or worse yet, thousands of hours – playing this third-person shooter game.

Yes, third person. It's that distant because instead of connecting with people, you're just trying to build signs for them. Stop making billboards, and make contact!

The key to building a successful internet business is truly understanding your audience. Whether you're building a community, launching a product, or offering a service, starting with your people gives you a significant competitive edge.

Why? Because when you deeply understand your audience, you can create solutions that resonate, content that engages, and experiences that delight.

This customer-centric approach isn't just a nice-to-have—it's the cornerstone of sustainable growth and long-term success for your hard work.

The Power of Community

I've had the privilege of working with numerous startups over the years, and I've noticed a clear pattern: those who succeeded had one thing in common—a thriving community.

But it wasn't just "having a community" that made the difference. The startups that actively engaged with, listened to, and learned from their customers through community where just moving at a different pace. The people were the secret weapon and competitive advantage.

For community-based businesses, this should be your default setting.

Not everyone gets it right. Some fall into the trap of seeing community as just another revenue stream or a collection of support tickets. These startups miss out on the invaluable source of insights, feedback, and organic growth.

Wait, I Have to Talk to People!?

Let's address the elephant in the room: building relationships with your audience can be daunting. It's simple in concept, but it's far from easy in practice. Many of us got into online business thinking we could hide behind our keyboards, launch a product, and watch the money roll in.

The reality? Building meaningful relationships requires putting yourself out there, being vulnerable, and yes, actually talking to people.

It's natural to feel hesitant or even anxious about this. What if you say the wrong thing? What if no one responds? What if you discover your brilliant idea isn't so brilliant after all?

These fears are common, but here's the truth: the potential rewards far outweigh the risks. Every conversation is an opportunity to learn, to refine your vision, and to build a connection that could lead to your next big thing.

Remember, you're not alone in this. Your potential customers are likely just as eager to find solutions to their problems as you are to provide them. By reaching out, you're not bothering them—you're potentially making their lives better. So take a deep breath, push past the discomfort, and start those conversations. It gets easier with practice, and the insights you gain will be worth it, I promise.

Now, let's dive into a few ways that you can start building these relationships effectively...

Trend Surfing: Riding the Wave of Customer Interests

Understanding trends isn't just about staying current—it's about anticipating your customers' needs before they even realize them. By keeping your finger on the pulse of your industry and your audience's interests, you position yourself to provide timely, relevant solutions that feel almost prescient to your customers.

Trend surfing allows you to:

• Identify emerging pain points before they become widespread issues
• Spot opportunities for innovation that align with shifting customer preferences
• Stay ahead of the competition by addressing needs as they arise, not after they've become saturated markets

You can surf trends by:

• Using software tools like GummySearch to identify, track, and analyze trends.
• Following key influencers that talk about the industry you are interested in.
• Doing non-obvious research by digging into trade associations or events.

Digital Anthropology: Observing Customers in Their Natural Habitat

The internet is your modern-day field site, full of insights about how your customers think, what they like, and what bugs them. By hanging out in these online spaces, you can learn a ton about your audience without them even knowing they're teaching you.

Digital anthropology lets you:

• Uncover needs and wants that customers might not tell you directly
• Spot patterns in how people act and interact, which can help shape your products or marketing
• Get real, unfiltered opinions on your industry and competitors

Here's how to do it:

• Join and actually participate in online communities where your target audience hangs out
• Keep an eye on social media chats and hashtags that matter in your niche
• Read through customer reviews and feedback on competitor products or services
• Lurk in forums and comment sections to see what people are really saying

The Art of Active Listening: Turning Casual Conversations into Customer Insights

Listening isn't just about hearing words—it's about picking up on what's between the lines. When you really tune in to your customers, you'll find what everyone else is just glossing over.

Active listening helps you:

• Spot problems your customers didn't even know they had
• Understand the 'why' behind what people say they want
• Build trust and show your audience you genuinely care

Here's how to level up your listening game:

• Ask open-ended questions and then shut up and let people talk
• Pay attention to the words people use to describe their issues
• Look for patterns in complaints or wishes across different conversations

Remember, sometimes the most valuable insights come from the most casual chats. That offhand comment in a Discord channel or that rant in a Twitter thread could spark your next big idea.

Creating Value Before the Ask: The Power of Free Resources

Here's the truth: 100% of people are already tired of being sold to. But they're always hungry for stuff that makes their lives easier. That's where free resources come in—they're your secret weapon for building trust and proving you've got something worth offering.

Giving away value helps you:

• Show off what you've learned or know without being pushy
• Build a following that sees you as a resource, not just another business
• Get real-world feedback on your ideas before you go all-in

Here's how to start your free resource scheme:

• Create content that solves a specific problem your audience is struggling with
• Package your knowledge in easy-to-consume formats (PDFs, short videos, templates)
• Share your resources where your audience already hangs out
• Use the feedback you get to refine your paid offerings

Don't think of this as selling or just sharing. If someone has a need and you have a potential answer, why wouldn't you share? It's just the right thing to do. Remember, the goal isn't just to give stuff away—it's to start conversations. Each download, each view, each share is an opportunity to learn more about what your audience really needs. And when you finally do make that ask? They'll be way more likely to say yes because you've already proven you can deliver the goods.

The Continuous Loop: Using Insights to Refine Your Understanding

Here's the thing: as you get to know your audience, your relationship with them evolves. They go from being aware of what you're doing to fans, to becoming members or customers. All this time, the learning never stops—and it shouldn't.

Keeping that curiosity high helps you:

• Understand different phases of your audience's lifecycle
• Tailor your approach as people move from awareness to engagement to loyalty
• Stay relevant by continually seeking out fresh conversations

Here's how to keep that understanding and relationship growing:

• Engage differently with people at various stages (newcomers, regulars, superfans)
• Look for opportunities to learn something new in every interaction
• Use what you learn to refine your offerings and communication
• Give recognition for the source of your wisdom

The key is focusing on the right conversations with the right people. It's not just about understanding your audience—it's about growing with them. As they evolve, so should you. This is what keeps you ahead of the game!

The Final Word

Understanding your customer isn't a one-off task—it's an ongoing journey that should inform every aspect of your business. By consistently applying these strategies, you'll not only know who your ideal member is – you'll know exactly what they are up to at, say, 11:30 AM on a Wednesday. More importantly, you'll understand their motivations, frustrations, and aspirations.

Your community is your competitive advantage. Nurture it, learn from it, and let it guide your decisions.

You'll be glad you did.