The Secret to Marketing is a Buyer Persona
What is a buyer persona? A buyer persona is a fictional character that fits the person/group/entity that purchases your product. There will always be more than one buyer personas for every product/service that you offer.
Buyer personas help you understand your customer better. The more you understand your customer, the easier it is to build a product and market to them.
How can I create my first buyer persona? It's simple, just answer these questions about your buyer:
What is their age?
What do they believe in?
What state? What county? What city?
How do they communicate?
What language do they speak?
What's their profession?
What's their level of education?
What's their income?
What are their pain points?
Who influences their decisions?
Now that you know the basics, let me help you PREPARE with an example:
Example #1: The Headshot Photographer
Let's suppose that you want to take headshot photos for college students.
Problem: You don't know how to start
Solution: Create a buyer persona
Step 1: Answer all the questions above
What is their age? | 18-20, 21-23, 24-26, 27+ |
What do they believe in? | Believe that they need a professional headshot photo for their linkedin profile |
What state, county, city do they reside in? | CA, Los Angeles County, Los Angeles City |
How do they communicate? | Newsletters, professors, centers on campus, parents, friends, student clubs |
What language do they speak? | English, Spanish, Korean, Chinese |
What's their profession? | Undergraduate, Graduate |
What's their level of education? | Currently in college |
What's their income? | Less than $10,000, $10,000 - $20,000, more than $20,000 |
What are the pain points? | Do not have a professional headshot, Professional headshots are too expensive, Do not see the need to get a headshot |
Who influences their decisions? | Parents, friends, significant other, professors, mentors |
What year are they in college? | first year, second year, third year, fourth year, fifth year, six years or more, first year transfer, second year transfer, third year transfer |
What college do they attend? | UCLA, LACC, LATTC, SMC, LBCC, CSULA |
By listing all of these characteristics, you can see that you can create different personas by age, by college, by year, and more.
Step 2: Create a smaller list of the ideal personas you want to build this service for
Persona #1:
Age: 18-20
Belief: Believe that they need a professional headshot photo for their LinkedIn profile
Location: CA, Los Angeles County, Los Angeles City
Communication channel(s): Student clubs, friends, newsletters
Language: English and Korean
Profession: Undergraduate
Education: In college
Income: Less than $10,000
Painpoint: Does not have a professional headshot
Influence: professors, friends, mentors
Year in college: First year
College: LACC
Persona #2:
Age: 27+
Belief: Believe that they need a professional headshot photo for their LinkedIn profile
Location: CA, Los Angeles County, Los Angeles City
Communication channel(s): Student clubs, friends, newsletters
Language: English and Spanish
Profession: Graduate
Education: In grad school
Income: $20,000 or more
Painpoint: Does not have a professional headshot
Influence: professors, mentors , friends
Year in college: Second Year
College: UCLA
Now there's 2 conclusions you can make here.
Income: Persona #2 > Persona #1. This means that you can charge more money for Persona #2 than Persona #1 because they have a higher income.
Communication Channel: Persona #2 = Persona #1. This means that you can reach them by partnering up with student clubs, having offers that include their friends, and sending out newsletters.
I hope this helps.
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