In other words, you cannot make an impression on someone if you don’t know who you are talking to. Yes, even if you know your product inside out and your market through and through. If you don’t take the time and effort to learn about the actual people who are going to be buying from you, you don’t stand a chance.
Let me explain.
Why it’s important to know your customers
As Dan S Kennedy writes in his book, “To persuade someone, to motivate someone, to sell someone, you really need to understand that person.” As one of the most successful copywriters of his time, this man knows what he’s talking about.
Knowing the demographics of what kind of people buy from you is an absolute must. This usually includes:
- Marital Status
- Education Level
Whilst this gives you a rough idea of who your customer base is, it is not enough information to really understand what caught their eye when it came to what you offer. And it is crucial to find what appeals to your customers most in your product/service so that you can play on that and expand as a business.
The problem lies with the fact that you are seeing your customers as a large group of people, as opposed to one person.
But how do you find out what any one of your customers is like without tracking one of them down and spending a week outside their home, spying on their every move? (Don’t do it – it will yield you a restraining order instead of any useful information. Totally not worth the effort).
Well, it is simpler than you may think. You create them.
Creating a buyer persona
With the information of your demographics to hand you can create your buyer persona in three steps. Although at first, they may seem a little intimidating, the process itself is tons of fun. So without further ado, let’s get started!
This psychographic segmentation will help you narrow down to a more specific information about your customers. It consists of five parts and should be done with your demographics in mind.
- Social Status
What is the social status of your buyer persona? Is it a middle-class, middle-aged businessman? A lower-class teenage college student? Pick the most likely social status and write it down
What kind of lifestyle does your buyer persona have or aims to have? A healthy lifestyle? Active? Or more indulgent? Again, pick the most likely option and write it down.
- Personality Traits
What kind of personality traits is your buyer persona likely to have? Are they adventurous? Cultured? Impulsive? Lazy? Don’t focus on positive or negative only. Pick the ones that are the most fitting.
- Values & Attitude
What are your buyer persona’s most important values? What is their attitude toward life? Do they prioritize family? Religion? Honesty? Do they radiate respect?
- Activities, Interests, and Opinions
What does your buyer persona enjoy doing in their free time? Playing golf? Watching criminal documentaries? Going to Salvador Dali museums? Or perhaps listening to rap?
By this point, you should already have a pretty clear image of your buyer persona. Let’s get deeper into their head and heart, and make them as real as possible.
Give your buyer persona a name to make them feel as “real” as possible. Trust me, this tiny step will work as a magical switch in your brain and will give you a much clearer vision of your buyer persona than before.
Does your buyer persona have their own language, professional or otherwise? Think about certain professional terminology, or speaking habits (area of living, etc.)
- Secret Desires
Everyone has secret desires. What are your buyer persona’s? To be more successful than most of their family and rub it in their faces? To be a rich Mack Daddy with a yacht? There is nothing like touching on someone’s secret desires to get their attention and hit home. Explore that possibility.
- Fears and Worries
What fears and worries does your buyer persona have? What raises their heartbeat every time they think about it? Is there anything that keeps them up at night?
By now your buyer persona’s profile should be as clear as your best friend’s. Now, it is time to think about how they correlate with what you offer.
What is your buyer persona’s priority? Is it quality? Or low price?
How can you prove to your buyer persona that you are the authority in your industry? Why should they choose you over your competitors?
- Proof of Value
What will make your product seem more valuable when compared to your competitors? How can you show your customers that you have their best interest at heart, and not yours?
- Justification of the Purchase
How can you help your buyer persona extinguish even the tiniest bits of guilt they may be feeling when purchasing what you offer? Is it a “One Time Only” offer? Is it an “Only Once In A While Treat”? How can you prove to them that this is not only a vanity purchase? Or if it is, that they deserve it?
The Secret Behind A Buyer Persona
Even though in reality most of the information about your buyer persona is made up in your head, it is crazy how accurate our brains can get at guessing. And since you’ll have a thoroughly created persona with feelings and dreams, you are bound to get at least some of the answers spot on when compared to your actual real-life customers. Those prospects will read your stuff, and feel a lot more connected to what you say. In turn, they will choose someone they trust to buy from over anyone else!