Do you feel like your marketing messages are missing the mark? Are you struggling to attract the right customers and convert them into loyal fans? The problem is, most businesses only address the surface-level issues their customers face.

This article, inspired by Stu McLaren’s book, Predictable Profits, explores the real reasons people buy: their hidden worries, frustrations, and aspirations. Learn how to uncover these customer pain points and tailor your messaging to resonate on a deeper, emotional level. By understanding the customer mindset, you’ll attract more qualified leads, write compelling copy that converts, and build lasting relationships that drive predictable profits. Stop guessing and start connecting—unlock the secrets to understanding your customers today! 

The Two Types of Problems You Need to Know

For the most part, your customers have two kinds of problems: external and internal.

And once you get this, your whole messaging strategy shifts.

External Problems: What They Search For

External problems are the clear, specific things people are actively trying to fix (the questions they’re Googling). Think:

• “How do I stop my baby from crying all night?”
  
  
• “Why does my dog keep peeing on the carpet?”
  
  
• “How do I grow my email list?”
  
  

They're easy to spot and even easier to write about.

But there’s a huge mistake business owners make here: they stop only at the external.

They see the question, offer a solution, and think they’re done.

That’s not what builds loyalty. That’s not what makes someone say, “I don’t know what it is about you, but I just trust you.”

For that, you’ve got to go deeper.

Internal Problems: What They’re Really Struggling With

The real gold lies in understanding the internal problem. This is the hidden driver, or emotional struggle behind the search.

Let’s go back to that sleep-deprived parent.

Sure, they want their baby to sleep. But the deeper problem might be that they feel like they’re failing. They’re exhausted. They haven’t had a full night’s rest in months, and they’re quietly wondering, “Am I even cut out for this?”

Or the business owner who might search “how to grow my email list.” But what they’re really thinking is: I feel behind. Like everyone else is crushing it, and I’m stuck..

You won’t find that part in a search bar—but that’s the real pain. That’s what your messaging needs to speak to..

A Moment That Reveals the Truth

Sometimes, everything on the outside looks perfectly fine—even successful. The numbers add up, the business is stable, and from an outsider’s perspective, it seems like you’ve got it all figured out.

But inside? Something’s off.

There’s a quiet tension. A sense that maybe it’s time for a change, even if you can’t yet explain what that change should be. You might start asking questions like:

• Is this still the right path for me?

• Am I growing—or just going through the motions?

• What happens if I walk away from something good in search of something better?
  

These are the kinds of questions that don’t always come with quick answers. They usually arrive late at night, in the stillness, when the distractions fade. That’s when the real internal conversation begins.

And that’s where most people get stuck.

Not because they don’t have options, but because the uncertainty feels risky. The doubt creeps in.

These internal struggles, fear, hesitation, and the weight of “what if”  are what your audience is feeling, too.

They may not always say it out loud. But they’re living with it. And when your message speaks directly to that internal conflict, not just the surface problem, that’s when people start to feel like you really understand them.

That’s when real connection happens.

How to Read Your Customer’s Mind in 3 Simple Steps

Good news: you don’t need psychic powers or a marketing degree. Just a little curiosity and a few simple steps. 

Step 1: Start With the Obvious

Grab a piece of paper and write down at least 10 things your audience might search for, or ask out loud..

Don’t overthink it. This should take 5–10 minutes max.

Here’s an example:

• How do I grow my email list?

• How do I stay consistent with content?

• How do I get people to buy?

Once you’ve got your list of external problems, it’s time to dig into what those problems really mean to your audience.

Step 2: Dig Into Their Real Words

Head to Reddit, Facebook Groups, YouTube comments, and Amazon book reviews. Anywhere your audience is venting, asking questions, or sharing their stories.

Look for raw phrases like:

“I feel like I’m failing,” “I’m desperate,” “This is my last resort,” “Nothing is working.”

Those are gold.

That’s the emotional truth behind the problem.

Step 3: Borrow Their Words

Here’s where things get fun—and effective.

Start collecting those real-life phrases and drop them straight into your content. Use their actual words in your emails, social posts, and landing pages (wherever you’re communicating with your audience).

Why?

Because those are the words they resonate with. That’s their voice, not yours. When they read it, they’ll think, Yes! That’s exactly how I feel!

And when people feel seen and understood, they start to trust. Trust builds connection, and connection drives conversions.

This Is the Secret to Standing Out

The market is noisy. You already know that. Everyone’s trying to out-hack, out-sell, and out-shout.

But you don’t need to be louder.

You need to be more honest.

You don’t need high-pressure tactics or complicated funnels.

When you reflect what your audience is really thinking and feeling,  maybe before they even know how to say it,  you’ll never need to “convince” again...

You’ll just connect.

Final Thoughts (and a Gentle Nudge)

This isn’t just a copywriting trick.

It’s a shift in how you approach your audience: from talking at them… to truly understanding them.

So the next time you’re stuck on what to write or say, ask:

What are they really struggling with—and how can I say it better than they can?

This is the kind of work that pays off in real, lasting ways. Not just with more customers, but more loyal, connected, raving fans.