Why we need to do this …
We do this for a number of good reasons:
- It’s essential to have an image of who we are talking to when we design our products and marketing messages.
- Knowing their interests helps us find and target them more cost effectively
How we are going to do this …
- We divide our target market into segments. We can do this in a number of ways:
- How good/skilled/experienced they are
- What their appetite and budget is
- What their desired outcome is
- For each one, create an avatar using the questions below.
Section 1: Demographics
- Name:
- Age:
- Gender:
- Marital status:
- Age and # of children:
- Location:
- Field of occupation:
- Job title:
- Annual income:
- Education level:
Section 2: Challenges & Pain Points
- What are this customer’s top 3 challenges?
- What are this customer’s top 3 pain points?
- What is your customer not good at?
- What is your customer uncertain about?
- What does your customer no longer want to experience?
- What does your customer no longer want to feel?
- What does your customer have bad dreams about?
Section 3: Goals, Desires and Values
- What are this customer’s top 3 goals?
- What are this customer’s top values?
- What are they committed to? What do they believe in?
- What they want to get better at?
- What do they want to experience?
- What do they want to feel?
- What does your customer have pleasant / daydreams about?
Section 4: Sources of Information
- What books does your customer read (which other people would be unlikely to)?
- What magazines does your customer subscribe to (which other people would be unlikely to)?
- What blogs and websites does your customer visit (which other people would be unlikely to)?
- Which conferences and events as your customer attend (which other people would be unlikely to)?
- What experts does your customer follow (which other people would be unlikely to)?
- What other interests or activities as your customer have or do (which other people would be unlikely to)?
Section 5: Buying Behaviour
- What objections would your customer be likely to have?
- What role does the customer have in the purchase process?
- Who else would be likely to influence the customer in terms of buying?
- How comfortable is the customer likely to be at buying online versus face-to-face or over the phone?
Section 6: Outcomes & Alternatives
- What transformation is the customer looking for (from and to what):
- How would they visualise that transformation? (Where would they be and what would they be doing?)
- What alternatives do they have to our solution, and why don’t they give the same result?
Section 7: Context of Problem or Need
- How or when do they discover they have a need?
- Who do they first discuss solving this problem with?
- Where do they usually do their research to solve this problem?
- Where do they look to find companies to solve this problem?