The Difference Between Failure & Success: Knowing Your Buyer Persona.

When it comes to selling anything, not knowing who your interlocutor is might be THE worst problem anyone can face. In fact, if you are speaking to a blurred character with no real shape or qualities, content development will turn into Mission Impossible. Thinking about new products, or even trying to figure out whether those you are currently selling are getting the right response, becomes an exercise in guessing. And let’s not even start with trying to create an effective marketing strategy.  

At what stage do you need to make sure you know who you are selling to? And does it really matter if one or another type of person buys the products you offer? What is a Buyer Persona?

 You don't need to be a psychologist to understand that people are not all the same. Different types of people lead very different lifestyles and will react differently depending on the circumstances they find themselves in. In marketing, this is known as Buyer Persona: it means, understanding who your audience is so that you can sell them exactly what they need in the best way possible. It sounds like common sense but it's easy for businesses to forget about their target market after they've achieved relative success with one or another particular type of person because they take it for granted that everyone else thinks and acts just like their current clients.

  Nevertheless, the Buyer Persona is not simply an ideal customer and it is not exactly a perfect mirror of those who are completing a purchase. Instead, it is a compass, the metaphorical embodiment of the bridge between the services/products you sell and the people who need them. Therefore, you cannot ask yourself who your audience is before defining the niche you are entering, making sure: a) there is a space for us in this niche and b) you can improve your income. The starting point to begin the conversation on the topic is a series of questions such as these: 

• What do you believe about your niche?

• What are your key assumptions?

• What problem can you help solve?

• Is this niche likely to be profitable?

• What persona do you have in mind when you produce your products?

• What resources do you need to intercept these customers? 

The Buyer Persona is the most important person in a business, and with so many different types of people coming into contact with your products or services every day, it's imperative that you find out who they are. It doesn't matter if one type of person or another buys from you - knowing their needs is what counts because this will help you shape your marketing strategy and product development to make sure you’re catering for everyone.

 Asking yourself "who am I trying to reach?" while defining the niche also helps ensure there's space for you as a company; not too narrow nor too wide means less competition, which can only be good news! The key thing about Buyer Persona though isn't just understanding them but identifying where they overlap with your existent audience and then tailoring all your strategies to that specific audience.

Define The Identikit Persona

When you're working out the Buyer Persona for your company, it's not just a case of getting inside their heads and understanding what they want from us, but also knowing where your strengths are so you can align these strengths with their needs. 

 There are lots of ways to identify who this person is - demographic data like age range or location could come in useful here; psychographics might include values or beliefs; demographics may talk about income level whereas psychographics would look at how someone spends his or her time. It's important to get as much information as possible because each piece can be used to build up a picture of the customer when planning marketing campaigns. You'll never find yourself struggling for ideas if you ask "who am I trying to reach?" before you write a single word!

The more knowledge you have of who this person is, the better your products will be and the easier it'll be for you to introduce them to people. 

Follow Your Buyer Persona, Not “Your Guts”

This sort of insight into the way people think is invaluable when it comes to marketing and strategy development. Because this person's needs are paramount in determining your strategies - what aims they have for their lifestyle or company; where they see that you can fit within their vision and how you can help them meet those goals! If nothing else, knowing who this type of person is will show up everything you're doing wrong because these insights are an integral part of the business' success.

Yet there are some people who “follow their guts” and believe they know their Buyer Persona because of their position as founders or designers, or even because they are strongly convinced that their current clients are their actual Buyer Persona. Nevertheless, a thorough consideration of this sort always boils down to careful market research that connects product trends with marketplaces, audiences and your ability to speak to your potential clients.

 Not talking to your potential customer is like trying to sell a product in Germany by writing advertisements in French. A small part will understand, but you will not intercept all those potentially interested. The loss is massive. The possibilities of expanding the market are reduced to a minimum. Using instinct means talking to yourself, but often the audience is not a mirror of the communicator, it is something else. Knowing the Buyer Persona is knowing your potential customer and it is the only way to communicate and effectively and aspire to success.

To put it in a nutshell, we suggest that, even though you think you know your target, product, market, you should thoroughly investigate the niche you belong to in order to make sure that you create an unforgettable hero product that can reach a wider range of clients.

Brand Buddy analyzes the market, studies the niche, researches the demographics, examines the interests of potential customers and elaborates a professional Identikit Persona, with the utmost precision, defining all possible buyers. We create a card with tastes, habits, pastimes that represent a sort of biography of the potential customer. With such a clear analysis of the Persona, it’s easy to know how to talk to him, how to make himself understood, how to communicate the value of the product or service that you intend to sell. Indeed, with us by your side, not intercepting the right people is no longer a possibility.

Don’t wait any longer, stop feeling the pain of not knowing who you are talking to. Change your trajectory, starting today.