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We have a name for wannabes back in Italy.

Specifically wannabe cyclists.

“Ciclisti della Domenica”.

Literally “Sunday’s cyclists”.

And that’s because, especially in smaller towns, you often see these old guys with a big bellies in these super skinny, professional-looking cycling clothes, riding around, slower than you walk.

It’s all good, not hating on them.

But today, while working out and seeing yet another one of them, it hit me.

Pros don’t need to signal that they’re pros.

They do it spontaneously through their daily actions.

Wannabes feel the need to tell you (non-verbally) that they’re doing something a pro might do.

After all, they’re wearing those tight shorts right!?

This is also the reason why I think, why pros forget the enjoyment of starting out, the excitement, and the freshness of it all. Because they get so immersed in what they do and inside their own minds, they start seeing their daily actions as the norm, as nothing to talk about or signal to others.

What’s my point?

Two insights:

1) People’s mindset is very elastic (even if they’re not aware of it). Once you help them achieve a goal, you are likely dealing with a slightly different person. They’re on another level. Speak to them accordingly (it’s the difference between a prospect and a customer or user).

2) You might have both wannabes and pros in your audience (or any degree in between). It’s important that you treat them differently and get them on personalized journeys.

Wannabe cyclists are not going to ride 200 miles and keep track of the time. They simply want to get to the closest bar and hang out with their buddies after a nice, chill cycle.

Different goals, different needs.

This is all stuff I look into when researching for my clients. It’s all about your audience’s awareness and sophistication levels. Plus more.

If you need help getting the full picture, get in touch.

brain dump?

Every week I write about what I’m learning at my copywriting/UX desk ,with fun, insightful and quirky stories.

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