The intent of the exercise is to understand who your ideal customer is and how to market to them. Create one persona for each customer segment or many per segment.

The idea is to understand how your target persona fits into your business model and how it changes, thus, how you must adapt when you are targeting internationally and within demographics.

Who?

– Background (Job? Career Path? Family?)

– Identifiers (Demeanor? Communication preferences?)

– Demographics (Male or female? Age? Income? Location?)

Background (Job? Career path? Family?)In the marketing industry, newer to the position or looking to grow/refine skills. Married/single with 1-3 kids.

Demographics (Male or female? Age? Income? Location?)Either gender, age 24-54, 40-120k annually, USA/UK/Germany

Identifiers (Demeanor? Communication preferences?)Busy marketing professional, wants information delivered, has little time to research or read long form articles without a clear summary or non-clickbait topic.

Why?

– Real Quotes (About quotes, challenges, etc.)

– Common Objections (Why wouldn’t they buy your product/service?)

Real Quotes (About quotes, challenges, etc.)

“I have a busy day, the last thing I need is another marketing clickbait email to get me to sign up or give information to something.” “I want the most important topics related to what I care about at the top of the newsfeed.” “I’m looking for new ideas, case studies, and industry news from well-written sources.”

Common Objections (Why wouldn’t they buy your product/service?)

Too many “marketing” sites making the same claims, wants to know how the information is better and what’s different with yours

What?

– Goals (Primary goal? Secondary goal?)

– Challenges (Primary challenge? Secondary challenge?)

– What Can We Do (…to help our persona achieve their goals? to overcome their challenges?)

Goals (Primary goal? Secondary goal?)

Learn new or stay on top of best practices in the industry. Looking to expand their knowledge in general or specific marketing topics.

Challenges (Primary challenge? Secondary challenge?)

Busy professional, doesn’t have time for spam or unrelated topics to their primary function or industry.

What Can We Do (…to help our persona achieve their goals? …to overcome their challenges?)

Customize topics and communication based on the things they care about.

How?

– Marketing Messaging (How should you describe your solution to your persona?)

– Elevator Pitch (Sell your persona on your solution)

Marketing Messaging (How should you describe your solution?)

A simple, to-the-point online resource providing help and ideas from others in the industry.

Elevator Pitch (Sell your persona on your solution)

We offer real information — no fluff – from others in similar positions without commitment or spam. 

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