Who will want to buy your product?
You need to be able to describe the customers who will want to buy your product or service. The more you understand your customers—who they are, what they think, how they spend their time, and so on—the more comfortable you can make them feel with being your customer.
Why will they want to buy your product?
The EL must eventually understand what benefits the customer will get from buying her product. Benefits are those aspects of the product that make the customer feel better. This is called the “value proposition.”
How can they know they want to buy your product?
You need to understand how you will find potential customers to tell them or show them what you have to offer. ...