Information interviews are one of the true secrets of successfully entering a new market.
And fortunately for you, your contemporaries are just too darn afraid to ask for them.
Someone who's experienced in the field you want to get into will know things. They'll have an idea of what the pain points are.
Not every time—occasionally you'll run into a member of that target market who simply doesn't know how to articulate the common problems of the niche...
...but you'll still have a friendly conversation, and I'll bet they introduce you to one or two other people who do know.
What you're looking for are the key words and phrases that declare, "Yes! I am a member here! I know what you're struggling with."
For me, they stand out immediately. As soon as I've heard them, I recognize them.
And after 20+ years in the professional working world, even I have to go back to the drawing board and do some information interviews every few years or so.
I'm not exempt.
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Information Interviews Help You Learn FAST
All that learning I did to this point means little in the context of the new target market.
What I believe is important is not what they believe is important.
You'll see people try to jumpstart this step by using an online survey.
I don't believe that's anywhere near as valuable as a one-on-one conversation. In person if you can, by video or a phone call if you can't. I've used Zoom, Whatsapp and the old fashioned phone.
If you can, record the conversation. Make sure you get the interviewee's permission first.
Now the key thing here is having the guts to ask.
It really does not take much.
Just ask if they'll meet with you for 20 minutes. You want to hear from them about their experience in the field.
I've had people offer to do this without me asking them.
Why?
Because some people enjoy sharing. Others like to show off what they know. Sometimes it's a combination.
Sure, you'll get an individual who's "too busy." I still get that today. But it's one person in a hundred I ask (no kidding.) It's a little shocking for a moment, but then I laugh and look at the 25 other people who've already agreed to meet with me.
You don't need 25.
Four or five would be a great start.
But imagine if you did meet 25 members of that target market. Imagine if you met with them over a week or two. How much would you pick up about that market?
And really, really fast.
So be brave. Have the guts to ask. You only need to be brave for a minute.
The payoff is amazing.
>> Jason Kanigan is a business strategist. To book a consultation with Jason, click here. <<
