A template to build your buyer persona using Jobs To Be Done + interview questions
Source: Central Brain · CUBO-04 · 17hats, Sales Scripter, BonBillo · 64 files, 164K words · Verified: ✅
The rule: "If you ask the right questions, you can help identify these customer pain points before they become big issues." — 17hats (CUBO-04)
👤
💰 Economic Pain
⏰ Process Pain
👥 People Pain
📈 Support Pain
🔧 Framework JTBD (Jobs To Be Done)
Funcional
What practical task do they need to complete?
Emocional
How do they want to feel?
Social
How do they want others to see them?
Alternativa actual
What do they use today to solve it?
🎤 12 Customer Interview Questions
DON'T ask "Would you buy X?". Ask about the past: "What did you do last time...?"
1. What was the moment you realized you had this problem?
Trigger: the event that started the search for a solution
2. What have you tried so far to solve it?
Alternatives: knowing what they use today (and why it fails)
3. How much money do you estimate this problem costs you per month?
Economic pain: quantify the impact
4. How many hours a week do you spend on this?
Process pain: quantify wasted time
5. How would you describe this problem to a colleague?
Voice of Customer: the exact words for your copy
6. What do you search on Google when you have this problem?
SEO: your customer's real keywords
7. What are you trying to accomplish when you use [type of tool]?
JTBD: the "job" that needs to get done
8. What's the end result you're looking for?
JTBD: the outcome, not the product
9. What constraints do you have when choosing a solution?
Constraints: budget, time, team
10. What event made you look for a new solution?
Change trigger: the breaking point
11. What would you tell someone with the same problem?
Voice of Customer: the advice they'd give = your copy
12. If you could remove one step from the process, which one?
Process pain: the most frictional point
💡 After the interview
1. Transcribe the interview. 2. Highlight the customer's verbatim phrases. 3. Classify each phrase by pain type. 4. Use those exact phrases in your copy. The best sales lines are written by your customers.
Does your content speak your customer's language?
RankStudio SEO scores your article across 5 pillars. Make sure your content answers real questions.