How to Create a Buyer’s Persona for your Business?

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In almost every business, our goal is to provide solutions to the problems of people. 

I mean, belts were a solution to loose pants. Chairs and tables were a solution to your eating needs. Even this very laptop was a solution for computing on-the-go. In return, we earn a nice profit from providing solutions to our customers. 

The problem with most fledgling business is that either they don't know who their target market is. Or their target market is so broad, you can't really pinpoint who it really is.

That's why a Buyer's Persona or a Customer Avatar is important. If you don’t know what I mean, watch this video:

 



Importance of a Buyer’s Persona


A Buyer's persona is a specific fictional character you create to represent your ideal buyer. The point is to have a clear understanding of your buyer's psyche whenever you make marketing content.

This will help you in crafting sales materials and push the right buttons to make a sale. The question is, how to draft one? This is how to create a buyer's persona for your business.

 

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Image Credit: Freepik


The Basics: Know Their Demographics


This is the most basic step. Know their general demographics. You can look into:

  • Age range

  • Gender 

  • Job or Profession

  • Level of Education

  • Things They Accomplished


If you are still starting, you can just create a temporary profile of your target market. Once you gather more data and sales, you can fine-tune their persona after.

 

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Image Credit: Unsplash


Humanize Your Buyer's Persona


But it's not enough to just list characteristics of your target market. You need to humanize their character. You have to:

  1. Name them (Seriously, they have to have a name)

  2. Have a Backstory For Them

  3. Understand Their Behavior and Patterns

  4. Social Status


For example, you are a travel blogger targeting millennial corporate people to transition from a corporate job to being a digital nomad. Here is a sample narrative of a buyer's persona.

 

Joshua Garcia


Joshua is millennial who has been working for a multinational bank for the past 5 years. He dreams of traveling the world but is currently boxed in a cubicle and limited to traveling during long weekends. Vacation and Sick Leaves are his most prized asset.

He doesn't have a family yet and is at a comfortable middle-class tax bracket. He just wants to enjoy life with experiences, good culture, and superb food choices here and outside the country. 

 

Or another example might be: you run an Australian Payments Solutions company that targets Australian business who has Filipino freelancers. *ahem* *ahem*

 

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Image Credit: Pexels


Maria Katrina Punzalan


MK is a mother of two who is currently working-from-home to provide for her family. Back then, she was an office worker but didn’t have the time for her son.

It was a difficult decision. But she left her job and pursued a career in freelancing. Right now, she is a virtual assistant earning more than what she was getting back then. 

She likes spending time with her kids. Shopping during off-peak hours (No traffic!) And eating good food while traveling.

 

You get it how to make it? With this, you will remember your buyers more vividly, especially when you create your marketing spiels. Take note, you can create as many buyer's personas as you can while you grow your business. But if you're just starting, you can just focus on 1-3.

 

04-Know-Their-Pain

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Know Their Pain, Needs, and Desires


Now, let's delve in much deeper. We need to understand the emotions that make them tick. You can ask these questions:

  • What are they afraid of?

  • Who are they angry about?

  • What are their daily frustrations?

  • What do they secretly desire the most?

  • Do they have certain biases?


For example for the "Joshua Garcia" Buyer Persona: 

 

What are they afraid of?


  Joshua is afraid of instability in his income. That' why he chose to work 8-5 rather than to travel around the world now.

 

Who are they angry about?


  Joshua is angry with so much repetitive workload. He hates overtime the most.

 

What are their daily frustrations?


  Joshua is frustrated with Manila traffic, with the government, and with his repetitive life in the cubicle.

 

What do they secretly desire the most?


  Joshua secretly desires to travel and meet new people.

 

Do they have certain biases?


  As a millennial, Joshua is attracted to the concepts of work-life balance and following your passion.

 

05-Fine-Tuning

Image Credit: Freepik.com


Fine Tuning


After having your buyer's persona, it doesn't stop there. You need to fine-tune their story to meet the most representative narrative.

How do you this? Check your follower or customer list. Interview them. With this, you can be up-to-date to who customers really are.

 

06-Conclusion

Image Credit: Freepik.com


Conclusion


You don't have to market your business blindly. Follow these steps to create your buyer's persona. And increase your sales in the process. Good luck!

 


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