“Basing your work on buyer personas prevents you from sitting on your butt in your comfortable office just making stuff up, which is the cause of most ineffective marketing.”
In essence, a buyer persona is the template for your marketing plans. When you know what type of person you want to start attracting, it’s easier to create things that do that. However, a buyer persona has different components you need to address. Here are some of the most important ones.
The Heart of a Buyer Persona
Every purchase stems from a problem. Sometimes, it stems from several problems. A person is hungry, so they need to buy some food. But they are a vegetarian, so they can’t buy food with meat in it. However, they are cooking for a mixed dinner of vegetarians and meat-eaters, so they buy a veggie burger to meet their guests halfway. What problem your product solves is the heart of your buyer persona.
Let’s keep rolling with the veggie burger example. By crafting a burger from vegetable ingredients, you are mimicking the taste and texture of meat. What problem does this solve? One possible example is recently converted vegetarians who miss the taste and textures of meat. You now have a possible motivation for your buyer persona. Taste and textures that are like meat—keep that in mind.
The Limbs of a Buyer Persona
Now that you know why a customer may want a certain product, it’s time to look and see what methods they use to get them. For example, does your customer prefer reading the circular to see what’s on sale at the grocery store? Do they check online on their computers? Or do they have a smartphone app that provides them deals? These are the limbs of the buyer persona: how they reach for the products they want.
Remember the person wanting veggie burgers? Let’s say they have a very hectic job, making it difficult to shop. Being a person in a large city, they have grocery delivery as an option. As a result, they do most of their grocery shopping online. Preference for online grocery shopping, lives in a major city—add those to the list of things to keep in mind.
The Face of a Buyer Persona
The location ties into the next part of the buyer persona: demographics. Where does your customer live? What age bracket are they in? What is their income? Vegetarian food tends to cost a bit, and we’ve established that our imaginary customer is very busy. Let’s assume because it is because they have a high-powered job. This means they have plenty of money. Living in the city, loves tech – sounds like a younger person. Millennials are turning vegetarians at a higher rate than other age groups. It’s all starting to come together.
With all these facts, we have a complete buyer persona. Let’s have a little fun with this and put a name on it. (Many major companies do just that.) Ted is a 25-year old man living in New York City who grew up in a meat-eating household, but turned to vegetarianism for his health. He doesn’t have a moral objection to eating meat, but still stopped eating it. However, he wants to be able to enjoy the taste every now and then. Being a millennial, he prefers ordering online whenever possible to save time. Having a good job, he is willing to pay top dollar, but time is at a premium for him.
We have a demographic, a purpose, a mindset, and shopping preferences for our ideal customer. Now, how do you turn this knowledge into sales?
Get The Body Moving
At this point, you know exactly the type of buyer you’re looking to target. You understand what their motivations are, how they like to shop, and the traits they like the most from their products. There are two major issues here, though.
- Taking the time to figure this out is valuable time that you may have needed to invest in other aspects of your business. Until your buyer persona is figured out, you’re not getting the consistent sales you need.
- You need to be able to communicate this buyer persona into important copy. This is easier said than done. For a guy like Ted, you need to communicate that your veggie burger is tasty but reminiscent of the real thing. He’s not hung up on how his veggies are sourced, but wants to know they are good for him.
This lets us bring back the conversation to product descriptions. A product description is a perfect example of how buyer persona meets copy. Done right, you could tell Ted everything he needs to know in a paragraph or less.
But how can you customize the language to fit what your ideal customer is looking for? How can you maximize SEO to make your product descriptions appear in the searches they would use? You could try and do this yourself, but again, time is at a premium as a business owner. You could bring on a freelancer, but you have to test the waters and figure out how many people you need to roll out a content strategy.
If you want to create a buyer persona and have product descriptions that target it all in one fell swoop, a custom product description writing service is exactly what you need. This combines several different facets that you need:
- Proven writers who have the expertise to create copy that will convert sales.
- The capacity to handle a large volume of product descriptions. This is necessary for handing a product line rollout.
- SEO knowledge that helps your descriptions rank on leading search engines.
The buyer persona is an important step in your marketing strategy. But it is also just the first step. Make sure you have the right partners to help you move forward by teaming up with content experts who can help you develop the strategy you need to apply your laser-sharp focus directly towards your ultimate end user.