By creating buyer personas, you can work wonders towards developing a stronger understanding of your customers and how to form deeper connections with them through your copywriting.<\/p>\n
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A buyer persona is like a little imaginary friend that perfectly embodies the characteristics of a customer. In fact, you ideally want a little gang of \u2018em, to make sure each different type of customer you have is well represented.<\/p>\n
The idea is that, by putting solid research and data analysis into these personas, you\u2019ll get to know everything there is to know about your most common types of customer. When you know what makes a customer tick, you can engage them in a much more valuable way.<\/p>\n
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Good marketing isn\u2019t built on guesswork. The real star feature of developing a few buyer personas is that you can really home in on who it is you\u2019re writing for and, vitally, what they base their purchasing decisions on.<\/p>\n
That might be price, quality, eco-friendliness or absolutely anything else. If you sell car detailing equipment and know that one of your personas \u2013 let\u2019s call him Steve \u2013 values science-backed products, then you\u2019ve already got one of the key ingredients you need to get your copy on target. You can enlighten Steve on your products and services and reel him in.<\/p>\n
Writing with only a vague idea of your audience in mind will often result in a watered down message, but if you\u2019re speaking directly to a buyer persona it\u2019s far easier to hit the target.<\/p>\n
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How do you go about figuring out these personas, then? Well, you\u2019ve got to look at your typical buyers and everything about them. Whether you do it through online analytics, customer surveys, social media listening or the good old art of conversation, you need to find out their age, level of education, what they do for a living, what their interests are, their biggest stresses, their goals \u2013 the list goes on.<\/p>\n
Keep an eye out for common characteristics that can be grouped into a few different personas and build up your little gang of imaginary mates. Doing all of this is exactly how you might find out that Steve\u2019s sweet spot is a research-backed product.<\/p>\n
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All that\u2019s left now is to focus your copy on what matters most to your personas. Use a tone of voice that suits the kind of person you\u2019re trying to reach, speak to their concerns and values, and try to generate an emotional response in the buyer that makes it crystal-clear you know exactly what they need.<\/p>\n
It might be handy to form a hit list of key criteria that the persona values and tick them off in as many stages of the marketing funnel as possible.<\/p>\n
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