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Buyer Persona: Defining Your Ideal Customer

By: Elite Legacy Education, April 25, 2018

Wouldn’t you love to be able to craft that perfect message to help current and potential consumers connect with your business? I’m sure you do, as would many others, but how do you define a perfect message? It may sound perfect to you, but are you the one reading it? If not, then there’s a chance that the individuals who are intended to read it may not agree with you. Why is this, you ask? Well, in order to craft messages that truly resonate with your target audience and help you to connect with them on a deeper level then you must consider who you’re speaking to in the first place. This is the trick to capturing the true attention of your readers and encouraging them to dive deeper into your content. Lo and behold - the concept of the buyer persona.


What is a buyer persona?

A buyer persona is basically a character profile of an individual in your ideal target audience. This would be the audience that you’ve decided to target as determined by using the process of segmenting, targeting and positioning of your brand. Specifically, it aims to highlight a variety of traits that are used to describe an individual who belongs to a particular audience segment, or in other words, a group of people.

The buyer persona can be defined by conducting both primary and secondary market research. Your first option is to contact real people who belong to your target audience and ask them questions. The other option is to analyze the online comments made by your target audience to help you gain a better understanding of their perspectives. These remarks can be found in relevant forums, online communities and even various social media platforms. It’s important that you look in the appropriate places where your target audience is likely engaging in order to reveal the best insights. Feel free to analyze the types of people that are already engaging with your business currently, as well as your competitors.


What to consider when defining your buyer persona.

So you can read all of the comments and conversations imaginable, but what exactly are you looking for? In order to define a buyer persona, consider attributes such as:

  1. Demographics: What’s the age, gender, income level or occupation of this person? Consider additional factors like whether they have a family or what stage of life they are currently at.
  2. Hobbies/Interests: What are their general hobbies and interests? How do they spend their spare time? What gets them excited?
  3. Values/Motivations: What values do they live and stand by? What motivates them to take action?
  4. Challenges: What common obstacles do they face? Consider these answers as they particularly relate to the problem your business addresses.

You can also take note of specific terms or phrases that your target audience often uses. What better way to write a message that resonates than by using the exact vocabulary your target audience would use themselves? Of course, this just scratches the surface in terms of how detailed you can get. Just make sure that you don’t get too specific in that it narrows your target audience down to only a handful of people.


Why it’s so important to define your buyer persona and how to use it.

Think about the process of writing. When you sit down to write something you generally need to define a topic first. After you’ve come up with your topic, you need to decide how to craft your message. But to do that effectively, you must be writing to a specific type of individual. For example, is the message going to be written in a very formal, business-like manner or will it be laid-back and more conversational? Well, the best way to decide this is to consider who’s going to be reading your message.

The buyer persona is intended to act as a reference point when formulating your message. People will relate to and prefer messages that are written directly for them, rather than a general audience. The difference is noticeable from a reader’s perspective; in fact, you’ve probably noticed it yourself at some point in time.

The market research that goes into the process of defining a buyer persona also helps to provide valuable insights. Particularly, it will help to indicate which pain points and benefits of your offering resonate most with a specific audience. These are the ones you will want to focus on in your messages. Without a buyer persona, there’s a chance you could be highlighting certain features that are not relevant to your target audience. Or, you could be highlighting problems it solves that your target audience may not experience. The result of either of these could be a loss in interest and more importantly, a loss of business to competitors who are able to better relate with their audience. Don’t let this be you - take the time to define and utilize a buyer persona.

A final note here. If you combine this with your buyer’s journey, you’ll be able to create messages that are even more targeted. Your audience will be left feeling like you wrote this content just for them.

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