Who is your perfect customer?
…what do they look like?
…where do they live?
…what motivates them to buy?
Wouldn’t it be great if you could see inside your prospects mind and get all these questions answered?
Well, unless you’re a mind reader…That’s not possible.
But, the next best thing is creating a Buyer’s Persona.
So, what exactly is a buyer persona?
…Let me explain:
A Buyer’s Persona is a character or avatar of what you know, or believe – to be your ‘perfect customer’.
See, in your business, there are the good customers…
The ones who you enjoy doing business with, who pay you well and who tell others how great you are.
…and, then there’s the pain in butt customers.
You know the ones…
They are painful to deal with. They challenge you on everything from product to price. And, They leave you exhausted after dealing with them.
…it would be great if you could only do business your GOOD customers, right?. Of course, it would be.
…”so how do you do that?” you ask
By creating a buyer’s persona of your “Perfect” customer…
…then, creating marketing strategies that focus on attracting only your best customers.
…here’s how –
STEP 1: Think about your best customer…(picture them in your mind now)
Then, with that person in mind…
STEP 2: Answer the following 20 questions…
1) What is their age?
Their exact age. Don’t say between 20 -30 years old etc.
2) Are they male or female?
As we know men are from Mars and women are from Venus. So if you’re creating a marketing message for a male, it’ll be different to the one you’ll create for a female.
3) What is their relationship status?
Are they single, married or divorced? All these relationships have different characteristics and behaviors.
4) Do they have kids?
Someone with kids’ lives a very different life to someone without kids.
5) If yes to kids – how old are the kids?
If your buyer has a newborn baby they have different challenges, to say – a parent with teenagers.
6) Where do they live?
If you don’t know the suburb or town. What kind of area – is it an upmarket – affluent suburb or a country town? Etc.
7) What is their occupation?
What does your buyer do for work? Are they a doctor, lawyer or a plumber etc.?
8) What is their job title?
Are they the CEO, management, an employee or self-employed? People act and talk differently in all these positions.
9) What is their annual income?
How much do they earn per year? The lifestyle of a buyer who earns $200,000 varies from someone who earns $60,000.
10) What is their education level?
A university graduate and a high school dropout – won’t think, act or talk the same.
11) What books and magazines do they read?
Where do your buyers go for their information? This can be great for research – when you’re trying to understand your buyer.
12) Which websites do they hang out on?
Like #11 which websites do they frequent? Don’t think social media – think specific sites – sports, fashion, crafts, news etc.
13) What conferences do they attend?
Are there any industry expos or conferences your buyer may attend? I.e. wedding expo’s, car expos etc.
14) Who are their heroes?
Don’t only think about celebrities. Sure their hero could be a Beyoncé or a Tony Robbins. But, a hero could also be – a reliable co-worker, a parent or friend etc.
15) Who are their villain’s?
Their villains may be politicians like Donald Trump or celebrities like Miley Cyrus. It could also be people who make their lives more difficult. such as – People who are late, Workers who take too many sick days, People who give poor customer service etc.
16) What is their big fear?
What is their BIG fear, what that keeps your customers up at night? – a fear that only you can solve?
17) What are their frustrations?
What are your buyer’s frustrations, when it comes to your product, service or industry? Is it – late delivery, poor service, getting ripped off? Etc.
18) What are their dreams and desires?
What does your buyer want from your product or service?
For example, You don’t use Air BnB to find a bed to sleep in. You use Air BnB to plan your adventure – to find the perfect place to create memories.
19) What are their objections to sale?
What objections will stop your buyer taking action – even if they want to buy?
20) What is their role in the sale?
Are they the sole decision maker or do they need to confide in someone else i.e. a partner, co-worker or friend.
Now, you have answered these 20 questions. Your Buyer’s Persona will start taking shape…
…and, you have a clear picture of who your perfect customer is…
It’s time to walk a mile in their shoes.
By this I mean, spend time reading their favourite magazines or blogs…
Follow their hero’s & villain’s on social media…
Start to develop a deeper understanding of what makes them tick.
Then, your final task – give your Buyer’s Persona a name…
Use a name that reflects their personality.
For example, if they’re a male in management who is under stress. You could call him – Overwhelmed Owen or Stressed Out Steve.
If they’re a health-conscious female who is time poor. Maybe the could be named – Healthy Heather or Time Poor Tina.
These names will save you time when creating your marketing messages. As it helps you tap into your buyer’s persona in seconds.
When you craft any piece of sales copy you should have one buyer’s persona in your mind, and write to them as if you were having a conversation with them in person.
This ensures your unique selling proposition is clear and resonates with your target buyer.
Creating a buyers persona will help you define who you’re talking to and how you to talk to them. It’ll help your marketing message connect with your buyer. What are some of your buyer’s characteristics?