Friday, April 30, 2021

Audience Personas

If there’s one thing brands, marketers and copywriters alike need to hear, it’s stop 👏 being 👏 selfish👏 I know that might sound harsh, but hear me out!

How many times have you sat down to work on a campaign and asked yourself ‘would I like this?’ We’ve all done it, of course we have! You wouldn’t create something you wouldn’t engage with yourself right? Wrong! When it comes to selling, the only opinion that really matters is the customers’.

So the next question is how well do you know your customer base? If your answer purely consists of a bunch of age demographics pulled from your social analytics, I’m afraid to say you’ve got work to do. But don’t worry, we’re here to help! 

Let’s talk personas…

If I asked you to sell a pen to a group of 35-45 year old men, being the skilled marketer/ copywriter/ business owner you are, I’m sure you’d be able to get the job done. However if I asked you to sell that same pen to a 35-45 year old male lawyer, who lives in Brisbane and has a taste for the finer things in life, suddenly your job becomes a million times easier. Those extra details provide you with valuable leverage that allows you to identify and speak to the customer’s pain points. 

This is what I mean when I talk about knowing your customer base. Their age and gender can be useful, but their lifestyle, wants, dreams, desires and beliefs? That’s where the real gold is. Getting to know your audience in this way takes time and a whole lot of research, but trust me when I say it’s worth it! Here’s how you get started:

Step 1: Analyse your data

Start with your social analytics. They’re not everything, but they are a good place to start.

Step 2: Talk to your customers! 

This could mean surveys, engagement on social media, asking for customer feedback, the list goes on. Get to know your customer base... by actually getting to know them!

Step 3: Start building!

Once you feel you have enough information, start creating the main personas that make up your customer base. A well rounded persona should include:

  1. Basic information- age, gender, socioeconomic standing, marital status, etc.
  2. Personality information - likes, dislikes, interests, hobbies, etc.
  3. Their greatest desire and why it’s important to them- their biggest hope in relation to your product (be specific). E.g. a Telstra customer’s greatest desire could be to easily stay in contact with overseas friends and family without spending a fortune.
  4. What happens if this desire isn’t fulfilled?
  5. What’s stopping them from purchasing?
  6. How will your product help them fulfil their greatest desire?

Of course there’s plenty more that can be added on top of this, but these questions are a good place to start. 

From here, the next thing to think about is your brand’s persona- in other words, who are you in relation to your customers? The most successful businesses, particularly these days in the age of social media, are those with a strong sense of self. 

The way you sell to a 22 year old female arts student, who is vegan and strapped for cash, is going to be starkly different to the way you sell to a 35 year old female working in the corporate sector, who is cheese obsessed and lives on 80k a year. However both campaigns should sound like you.  

Decide on the way you want your brand to be perceived- are you a trendy, witty, authentic millennial? Are you a serious, informative, no frills professional? Decide on your persona and stick to it when selling to your customers. The idea is to appeal to them, while sounding like you. 

So to recap:

  • Stop being selfish- focus on your customer’s opinion, not your own 
  • Getting to know your customer base makes selling to them a million times easier
  • Don’t lose your brand’s voice in your customer personas. Sound like you, while appealing to them!