“Who Is Going To Buy From You?” — An Illustrated Guide To Buyer’s Persona

A key element of the ‘Why’ of Digital Marketing is to understand ‘Whom are you marketing to?’.

What is Buyer’s Persona

Your buyer may somewhat look like this

The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. — Peter Drucker

What constitutes a Buyer’s Persona

  1. Who is he/she?
  2. What is his/her main goal?
  3. What are the hurdles he/she is facing en route his/her goal?
The Anatomy of a Buyers Persona

Our core concern is to understand the customer, his problems and his aspirations well enough to be able to create something worthwhile for him/her and map out a strategy to deliver it in a way that ensures the best user experience possible.

Create a Buyer’s Persona with this 6 Step Process

The 6 Steps to Buyer’s Persona

Stage 1: Identifying the Buyer

  • Keep the number of questions between 15–25.
    The more the number of questions in the form, the less likely a person is going to complete it.
  • Begin with simple demographic questions before placing psychographic questions.
    Answering demographic questions first, sets the tone and rhythm for the person to be at ease to answer the psychographic questions.
  • Keep the psychographic questions limited to a single line.
    Unless, it is absolutely imperative, try not to put double-line psychographic questions.
  • Refrain from leading questions.
    It is surprisingly easy to lead someone to give an answer that you might want to hear. Avoid that at all costs. Such questions will render your survey meaningless because what you will end up with is something that you wanted to hear rather than what your customers could have said.
  • Ask open-ended questions.
    Open-ended questions are those that elicit a meaningful response based on a person‘s feelings, thoughts and actions. Ex.: ‘How are you feeling today?’ is an open-ended question vs ‘Are you feeling better today?’ is a close-ended question. Though, close-ended questions limit a person’s choice of answers, they can be used very occasionally.
  • Add questions that reveal his stage in the life-cycle as a buyer.
    Buyer’s Life cycle or Buyer’s Journey is a process of active research that a potential buyer goes through leading upto the purchase —Awareness’, ‘Consideration’ and ‘Decision’. It helps us in figuring out what stage of the sales cycle your customer is at. It makes way for a very specific and targeted content/product/service for the buyer.
  • Place a ‘Thank You’ note/slide/photo at the end of the survey.
    This is not essential but it does add politeness to your approach and goes to show that you do not take their time for granted. For this feature, Google Forms works the best (in my opinion) as its completely free with all the required features.
Stage 1 — Identifying the Buyer

Stage 2: Understanding the Buyer

Stage 2 —Understanding the Buyer

Stage 3: Personifying the Buyer

Step 6: Visually represent your Buyer

  • Ask them for permission to use their photograph, or
  • Sketch or draw your ideal customer through imagination, or
  • Use a customer avatar tool.
Stage 3 — Visual Representation of the Buyer

How I created My Buyer’s Persona

Data showing results for Location, Educational Qualification and School Performance
Data showing results for awareness for health and fitness
Data showing results for results for willingness for online fitness coaching
  • Age — 25–30 years
  • Occupation — Student / Salaried Employee
  • Location — A metropolitan city in India
  • Educational Qualification — Undergraduate/Graduate
  • School Performance — Above-average student
  • Marital Status — Single
  • Biggest accomplishment in life — Yet to come
  • 3 Hobbies — Music, Reading, Traveling
  • Travel Frequency — Periodically
  • Inspirational Figure — Many but mom is at the top
  • Fitness Inspiration — Sports Athletes
  • Fitness Research on Internet — Sometimes
  • Satisfaction with Search results on internet — Somewhat but looking for better info.
  • Fitness Needs — Believes getting fit can do a lot for him/her psychologically. There is a need to lose fat and build some muscle for aesthetic looks.
  • Level of Fitness Activity — Moderately Active
  • Eating Habits — Tries to eat clean but frequently eats out
  • Health Expenditure — up-to 5000 per month
  • Willingness for Online Coaching — Willing but depends on the credentials and track record of the service provider/instructor
Sketch of my buyer
  • Vishal Anand is a 25–30 years old lawyer from Bangalore.
  • He aims to get super-fit physically and very successful in his profession as a Corporate Lawyer (which he takes pride in).
  • He earns just enough to make his ends meet and only travels for work, periodically.
  • He is an introvert by nature and finds it difficult to open up and meet women.
  • He is not in a great physical shape owing to his bad eating habits, issues with priority between work and workout. This adds to his dwindling morale and confidence.
  • Even though he understands that getting fit can boost his confidence and physical health, he lacks any motivation to take any step towards it.
  • Sometimes, he seeks health and fitness related information online but is largely dissatisfied with the available information.
  • He is aware of Online Fitness Coaching and is willing to try it for himself, provided he gets the correct guidance from a credible and certified coach.
My Buyer’s Persona with his Demographic and Psychographic details

So what’s the takeaway, here?

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