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Who’s The Customer? 8 Questions That Complete a Buyer Persona


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When you’ve got a great idea for a new product or service, it’s easy to assume that just because you’ve always wanted something like it so will everyone else. And a lot of times, it’s true — that big idea actually does fill a gap in the market that customers will appreciate.
 
Just because you built it, doesn’t mean the users or clients¬†will automatically come.
 
To ensure that your product or service is on the right track, it’s helpful to craft a buyer persona before you even get started.
 
“Having a deep understanding of your buyer persona(s) is critical to driving content creation, product development, sales follow up, and really anything that relates to customer acquisition and retention,” according to Pamela Vaughan, writing for HubSpot.
 
Typically, when designing or developing a new product or service, it’s easy to get hung up on the actual usage — when your customers will use it, how it works and how you want them to view it. But these eight questions help you get outside of your usual thought process and really humanize the people who might love your product but may not find it if you don’t take the right marketing approach.

     

  1. Who is my ideal customer? How old are they, what’s their gender, where do they live?
  2. What is most important to this customer?
  3. What similar products or services do they already like?
  4. What do they like about those products and services?
  5. What media do they consume? How do they get their news?
  6. Which tastemakers do they follow?
  7. How often would they use this product or service? Why?
  8. What’s the difference between my product or service and a similar one that they may already be using? Why would they choose mine?
  9.  

This exercise helps you figure out which other brands or services you’ll be positioned next to and what potential advertising opportunities might exist, based on your ideal buyer’s taste and lifestyle.
 
If you advertise on Facebook, what kinds of other ads or posts might yours end up next to? What will your website look like in your buyer’s RSS feed? Do they listen to podcasts, and could that be a good advertising opportunity?
 
If you’re still having a hard time visualizing the buyer, consider this tip from business consultant Kari Chapin: Use Pinterest to pin products, services, and ideas that your ideal customer might like.
 
By determining not just what your product is for, but who will use it and why, you can get a better idea of how to talk about, explain and publicize it when the time comes.
 
Image courtesy of Mufidah Kassalias. Image license here. 

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