in this video i'm going to show you how
to make a buyer persona for your
business and also why most people are
getting this horribly horribly wrong
so if you've ever spoken to a marketing
consultant or an agency or a marketing
coach you've probably had it drilled
home countless times about how important
a customer avatar or a buyer persona is
and yes it is important there's no way
around it but it doesn't have to be as
dull boring and laborious as most people
make it out to be
because here's the thing a lot of people
when they talk about creating buyer
personas focus on things like the
demographics right so our buyer persona
is a female aged 30 to 40 years old this
information ends up being completely
useless because you know a female is a
different person on a monday morning
than she is on a friday night let alone
to what she is between 30 and 40 years
old right so it's not really giving us
any real clarity or context to who that
person is and therefore allowing us to
make our marketing any easier it's a
massive generalization and if there's
one thing that kills marketing campaigns
is generalization so what you really
want to be doing is picking one person
i'm talking about an individual giving
them a name going on to google or
facebook if you have to and finding an
image a face that you can put against
this person as a reminder to you and
your team that you are literally
marketing to this one individual now i
know what you're thinking what about
everyone else that we said and don't
worry i'm going to come on to that
shortly and show you how by doing this
you're actually going to get even more
customers who even don't fit into this
profile you're going to create so in
order to build up this buyer persona you
literally want to stalk this individual
that you've created so you want to write
down who are the people that they're
following on social media
what are they doing in their spare time
what are they doing in their evening
what are their likes their dislike their
fears their dreams their hobbies what do
they do on weekends what kind of
language are they using in their
interactions one of the things you can
do for example is by going on and
thinking about some of the books that
they might be reading going onto a
website like amazon looking up those
books and then looking at some of the
reviews on those books because that will
give you an incredible insight into the
language patterns and some of the
terminology that your customer may be
using and some of the things that they
may be thinking about as well now the
key here is to pick that one person who
you know that would absolutely love your
product or service the most that would
be like an absolute raving fan or the
person who's going to get the most
benefit from your product or service who
you're really going to be able to help
the most and please please please try
not to be greedy here really think about
who is that one person who would be an
absolutely dream customer for you the
other thing you can do is just look at
some of your existing customer success
stories seeing what are the
commonalities here and then picking out
one person from those who you've managed
to achieve the biggest success for or
maybe who had the you know best results
or they enjoyed your product the most
i'm also going to link to a free
worksheet you can download in the
description below that will just help
you go through some of these and start
brainstorming and creating this clear
customer avatar and buy a persona for
your business now this all might sound a
little bit crazy and obsessive and even
stalkerish but the reason this is so
important is because it allows you to
create marketing and messaging on your
website in your advertising campaigns
that stops people in their tracks
because it is so
relevant to them and you're able to tell
a very detailed story and this is
absolutely an essential in a world that
is more distracted than ever now if
you're worried about losing potential
customers or thinking oh god but what
about you know if i pick this male who's
24 years old he's single he's going out
on the weekends what about the 32 year
old female who also buys my products but
here's the thing that will happen you
want to make sure that whatever product
or service you're selling you are
ultimately solving a problem for the
market so even if your messaging in a
particular ad is speaking to
you know tim who is a 27 year old male
it's still going to appeal to a 33 year
old sandra for example because it's
solving the same problem but what
happens is when you're able to tell a
very specific story to tim sandra will
be able to see herself in that story
even if all of the details in there
don't match and this is the beauty of it
because it allows you to get very very
clear and tell powerful stories the
reason this is important if you think
about when you last went to see a movie
right let's say star wars for example
i'm assuming that you're not a jedi
knight and that you haven't been through
the same things luke or anakin skywalker
has been through however you find
moments of relatability you look for
things in that story and think how does
this apply to me and that's what happens
when you create a clear and concise
customer avatar is because it's allowing
you to tell that story people will see
themselves in it and they'll feel much
more able to relate and much more
compelled to buy your product because it
ties it into a story and it's no longer
just an ad which people are pretty much
sick of these days now a question that i
hear quite a lot is can i have or do i
need to have multiple buyer personas and
the answer is maybe the reason i say
maybe is because you want to think about
the stage of business you're at having
multiple buyer personas means that
you're going to have to have multiple
marketing channels multiple different
marketing campaigns that speak to each
of those individuals now the difficulty
with that is it's incredibly resource
intensive so if you're a brand new
startup and you don't have a huge team
at the moment or you know huge amounts
of money to pay to an agency to execute
these things you really want to be
careful with where you're putting your
time and attention the example i always
give here is gymshark right billion
dollar brand serving people all over the
world who fit into all different
customer personas and buyer profiles but
it didn't start that way if you're
familiar with ben francis's story who
founded the company when gymshark
actually started they had one core
product when they started which was
basically like string vests that would
actually fit um you know wannabe
bodybuilders who maybe didn't have the
physique and it just drowned them right
so it was making a very particular type
of clothing for a very particular type
of individual now as they've grown
obviously they've radically expanded who
they're talking to and they will have
multiple different campaigns running to
appeal to lots of different individuals
but it didn't start that way in order to
get traction as a small business you
want to pick one person that you can
start helping and serving and tailoring
your marketing too and then building
from there
so there you have it guys be sure to
grab your free customer avatar worksheet
in the description below and in the next
video i'm going to be showing you how
you can use amazon to start really
painting a very very clear picture of
your customer avatar so be sure to click
the link coming up on screen now check
out that video and i will see you guys
there
you
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