Customer Targeting: It All Starts With Creating A Buyer Persona

When you’re looking to target your ideal consumer, it’s hard to know what message to send out.

Without knowing who your target buyer actually is as a person, your message can end up non-specific and lost.


Who are you really talking to?

What do they want?

What do they really NEED?

In your mind, you might have over a dozen ideas of your ideal buyer. In theory, this sounds good, but trying to target so many different people with one marketing message simply won’t work.

Your marketing message will flop because when you try to speak to everyone, you wind up speaking to no one. 

When you have a clear image of what one individual buyer truly needs and wants from you, your content and marketing efforts can be more specific. You’ll be able to make a real connection with the right people.

So how do you do that?

We’d like to introduce you to Steve. He is 31, married with one child, and runs on the weekends. He likes fine wine and sports and owns 2 cars. He works as a financial advisor for a leading bank in his hometown. Steve sounds like a great guy.

For you, Steve might be Stephanie or Richard. They will become your ideal buyer for your product or service. You essentially need to crack open their brain and discover who they are.

In doing so, you will humanize a stereotypical customer, painting a picture of what they need and what they want. When it comes to curating content that is aimed at your market, it will be directed to this single person — what they do, what they like, and where their interests lie.

From this point forward, all of your work will be geared towards securing this fictitious individual’s trust and attention for your brand. With your ideal persona in mind, your work will be easier to create, and you will connect with your target audience on a deeper and much more directed level.

Not only will humanizing your customer help you to capture your ideal buyer and create a long-term marketing strategy, but it may also solve problems and answer questions that have been bugging you for quite some time.

You may surprise yourself by learning that your ideal buyer isn’t actually who you thought they were. The goal of creating your buyer’s persona is to really learn about who these buyers are as individuals, and figure out what makes them tick.

Tell me this — what do your customers like? What do they do in their spare time? What do they read, and what do they do?

Paint a picture of this fictitious person and be realistic about it on every level; imagine they are your only customer, and the only one you will ever have. If you have multiple products and services, you are going to require multiple buyer personas.

Once you’ve created your buyer personas, you may feel like you have to start with some assumptions, which is fine. But promise me this – as soon as you have customers, it’s time to start talking to them. Use your existing customers as the tool to obtain audience research, which will ultimately give you the power to stop assuming and start making educated decisions about who your ideal client is, and what they want from you.



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