Buyer Persona, knowing WHO you are selling to

Why does everyone say you have to have your buyer persona? It sounds cliché and boring. But in reality, when you understand this, your opinion will change.

It is important to have a Buyer persona. Because that way, you will know who you are selling to, and you won't waste time and capital for your advertising campaigns.

Always when you want to start or already have a business or a project, you have to understand something very significant. To be able to sell your product or service in the right way. It is essential to understand who your ideal customer is, to understand what their challenges and pains are.

Understanding who your buyer persona is can help you a lot, but how can it help you?

Not only will it helps you find your buyer persona, but it is also the basis of your entire project. Because it will also become your main tool.

This research to find your buyer persona will help you:

· Creation of products or services according to your client's needs.

·  Elaboration of valuable content that could interest and serve your client.

·  Correctly selecting the different social networks and platforms for your ad creation.

·  The type of communication and relationship you will need to reach your ideal customer.

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It is important to do this study so that you are clear about the characteristics of your buyer persona so that you can easily find your customers and sell your products.

First, we have to be very clear: A new product or service means that we have to create a new buyer persona.

Let's do an exercise:

A dental office called Pro-Teeth offers dental services, but wants to specialize in orthodontics(brackets).

I want to introduce you to Charlie:

Charlie is interested in dental treatment. He has a problem with his teeth, they are out of alignment. He is frustrated that people criticize him for not taking care of his health. It hurts when he eats, it hurts when he laughs, and he has lowself-esteem because he feels sorry for his bad teeth.

Goals and values:

¿What goals does the customer want to achieve?

-  Become more confident

-  Improve self-esteem

-  Have a better public image

Values:  what are you committed to?

+  Be with your family and friends

+  Organize your work well

+  Smile in the street without embarrassment

We start with your client's goals and values.

It is important that you take information from this data, since it is for your product or service. And this information will help you to create content for your customer and audience:

·    Content that your audience can use and care about

·    Create products/services

·    Content for your emails (News Letter)

·    Copywriting

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In this case, we can use Charlie's case as an example; he is interested in "Having more confidence".

Thanks to this exercise. We can create content for our ideal client that shares the benefits of dental care and treatment in the following description:

-Be more confident with this easy tooth care with a simple toothbrush-

This is a good title and will catch Charlie's attention.

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Information Sources

Websites, blogs, magazines, YouTube channels, influencers, etc.

·   CNN

·   Trysnow, Dentalk, Innwhite

·   ESPN, FOX SPORTS

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This part of the exercise is indispensable because it determines the "where" of the exercise.

By doing this analysis, you will be able to have more certainty about the places to publish and make a more efficient segmentation.

You can utilize the "However, no other person would" procedure when you are finishing this part of your format. Just complete sentences like these...

·    My ideal client would peruse [BOOK], yet no other person would.

·    My ideal client would buy into [MAGAZINE], however, no other person would.

·    My ideal client would go to [EVENTS], however, no other person would.

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The idea here is to find within your niche market, the books, magazines, blogs, types of events, gurus, etc. that appeal to your ideal customer but... that no one else would do.

For example, if you're in the golf products and accessories niche - you don't want to assign Lionel Messi as a Guru. Messi is someone that all "soccer players" are familiar with... but so is everyone else.

Instead, if you choose a more niche soccer player, for example Rory McElroy, it will allow you to reach your ideal customer - and exclude everyone else.

With this information, when you invest in ads to generate traffic, for example on Facebook, you will be able to segment your audience in detail focusing on these interests of your niche, excluding those prospects that are not as relevant.

Demographic information

Adding demographic information will bring your Client Archetype to life. A customer for in-person classes is not the same as a customer for online classes. The business model and its location define the location of your customers.

While this information is essential, the exercise of completing the "Phrase" field can be quite useful to "see inside the head" of your ideal client.

This information is super useful when segmenting your ads on platforms such as Instagram, Facebook, among others.

When you are writing content, composing emails or developing content for sales, you can imagine that this ideal Customer (Buyer Persona) is sitting right in front of you at the table or desk. Demographic information such as age, gender and location will give your Customer Archetype a real "look and feel".

Challenges and Pain

Challenges:

·    Seeks to have more time for himself and his family

·    Travel with his family

·    Have time with his children

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Pains:

- Fear of being judged for dental carelessness

- Believes that dental care is only for women

- Does not like to ask for help, thinks he can do it all by him

This section will drive the development of new products/services, as well as the copywriting and advertising creative that you will use to prompt your Ideal Customer to take action.

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When we sell Charlie's teeth cleaning / teeth whitening, what we have to do is to come up with solutions to the pains and challenges that Charlie may have:

-Develop your brushing skills for a better smile, just with simple techniques that you can do yourself at home.-

These types of phrases are sure to elicit a response from Charlie as he speaks specifically to one of his challenges.

Objections and Purchase Role

Objections:

+  It is very expensive

+  I am very tired from work and I want to rest

+  I don't have time for this

Why would your Ideal Customer NOT buy your product or service? These are called "objections" and should be addressed in your marketing plan.

You should also determine the Buying Role of your Customer Archetype: Is he the final decision maker? Is he someone who directly influences the buying decision?

Understanding the decision-making process of your Ideal Customer is paramount to the success of your marketing and sales campaigns.

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¡Build several Buyer Personas!

Once you've started to build your first ideal customer model, don't stop there...

... Once you finish the first one, continue creating different buyer personas for each segment of your market.

Remember that any market segment with potential and different goals, challenges, sources of information, etc. deserves at least one buyer persona.