Create Your Buyer Persona in 5 Simple Steps


A buyer personality is a fictional person who represents your ideal customer. Every successful marketer uses one. Do you

Do you know who your customers are?

More importantly, do you know what they want or need from you?

If you don’t, writing compelling email content for your visitors will be a challenge After all, it’s hard to write content for someone you don’t know or don’t understand.

Where buyer personalities come from.

What is the personality of a buyer?

A buyer personality is a fictional person who represents your ideal customer or a part of your audience. Their interests, challenges and problems line up with your audience.

With a personality, you can write more compelling email content that solves your audience’s problems and speaks to their interests. After all, you can use personalization to improve your overall marketing!

Examples of buyer personality

Are you ready to create your own buyer personality?

Read this post and get step-by-step guide to creating your own buyer personality.

Step 1: Research your target audience

The first step is to do a little research. Researching your audience will help you build a realistic personality and perhaps find interesting details about your customers that you didn’t know before.

To get started, look at your current customer base. Who are your best customers and frequent buyers? Is there any similarity between them?

By finding similarities between your best customers, you can build a personality that will help you attract even more great customers.

Collect customer information

To gather information, try setting up a phone call or personal interview with a customer you love to do business with. This will allow you to ask follow-up questions to get more detailed information.

You can also research the customers you have had bad experiences with to find out what kind of people are not suitable for your product or service.

To quickly gather information from multiple people, you can create and send a survey email to your current customers.

The survey may ask such questions as:

When do you open your email?

What questions do you have about? [Insert your industry]?

What kind of content do you want from me?

Do you have challenges?

One or two years after using this study, conduct new research to refresh your buyer personality with updated information.

Step 2: Compress the most common details

Once you’ve completed your research, narrow down your results by finding the most common answers you get from customers and clients.

Then, weed through your research to determine the most important details that will affect how you communicate with your audience.

For example, if most people share the same challenge, it will be an important detail to include in your personality.

Here is some information you should determine in this step:

1 – Population – Age, occupation, etc.

2 – Behavior – Skills level, interest in your product offer, how they use your product or service, what they read and see etc.

3 – Geographical – Do you see most of your customers live in the same geographical area?

4 – Challenge – Here’s how to find your client’s pain points

5 – Interest – What are their hobbies?

৬ – Email Preferences – How often do they want to receive emails, when will they open their emails, etc.

Buyer personality starter questions

Step 3: Create individual personalities

Now that you’ve narrowed down the most general details about your customers, you need to organize those details into individual personalities.

To do this, identify people in your audience with the same challenges and goals and group them into their own sections. These different categories will represent different individuals.

For example, if you are a fitness instructor, you may have clients who want to gain muscle and gain weight and others who want to lose weight. Since they have very different goals, you should create two different personalities for these clients.

If you find that you need to gather more information about a particular personality, go back and do more research to find the missing information.

Step 4: Give your people names and a story

The best way to write and think for your buyer personality is to give them a name and a story!

Assigning a name to your personality will remind you that you are talking to a real person. And creating a story will help you understand their pain points and challenges.

How to write a buyer personality?

You want to be able to answer the following questions when writing your buyer personality:

1 – What is their goal?

2 – What is their challenge?

3 – What inspires them?

4 – What are their personality traits?

Remember that the more you make your personality a reality, the more you will be able to tailor your marketing efforts. This will help you to write more personalized content.

You can even take it one step further and find a picture or photo to represent your buyer personality! See this example below:

Examples of buyer personality

Step 5: Create your marketing strategy

Now that you have a buyer personality (or personality!) With a name, face, and description, you can begin to build your marketing strategy.

Thinking about your customer’s personality, where should your advertising dollars be spent? If you are not sure, do some research. Where do your customers come from that fits your ideal customer personality?

Writing marketing messages

When writing your email and content, keep in mind your different personalities. Use personalization in your email to create targeted messages for each personality. Your customers will engage more with your emails, because you can create more personal, relevant content for them. (And solve their problems!)

Not sure how to write effective emails for your new customer personality? Download our free “What to write in your email” guide and get over 45 fill-in-the-blank email copy templates and an email writing course.

Buyer personality examples

Need some inspiration, see these different buyer personalities.

Buyer personality from Venngage
Template from Venngage
Buyer personality template from xtensio
Template from Xtensio

Content written by Shelby McGuigan and Sean Tinney



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