What's up brand builder Stephen Houraghan here at BrandMasterAcademy.com and in this video
you're going to learn how to create a buyer persona so you can have a tangible character
that you can communicate directly to so you can dial in your message to increase sales
now if you're new to the channel and you want to build brands that go beyond the logo using
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description now you've probably come across the term buyer persona or customer avatar or
audience persona but essentially they all mean the same thing and they are the details of who
your perfect client is so what is a buyer persona well in short it's a semi-fictional character
that represents who your perfect audience is now the details of who your perfect audience
is are very very important because it allows you to understand really who they are it goes beyond
just those basic categories and basic demographics and taps into the person that taps in to their
individual circumstances and their individual lives and this amount of detail this amount of
tangibility really allows you to connect with them on a much more human level it allows a brand to
tailor their offer or tailor their messaging to who this person is so they can better connect
with them now your buyer persona acts as a tool to attract high quality leads and people who are
essentially more likely to buy what you have to offer if you're going to take the time to market
your business and your brand the way you should then you want to be as efficient as possible
with your marketing efforts and having clarity in who your audience is through a buyer persona
will help you do that so why is a buyer persona so important well in short it's all about
understanding most businesses actually don't take the time to develop out who their audience is and
develop buyer personas so they can speak to them on a more relevant level most businesses you'll
find will define who their audience is in terms of categories so they might define their audience as
female professionals between 22 and 34 but that information doesn't allow you to connect with
who that person is because that person doesn't identify as a female professional between 22
and 34. understanding who your audience is and defining a buyer persona allows you to tap into
the detail of that person's lives so you can better understand who they are what they're
trying to achieve what challenges they're going through and what emotions are connected
to those challenges and all of this information allows you to better resonate with who they are
and better connect with them on a human level so how many buyer personas should i have well this
really depends on the individual businesses you might be very very clear on who the audience is
and you might just have one buyer persona or you might have different segments and different groups
and you might have up to five different buyer personas now of course you can communicate with
each one of these personas individually through your marketing messages but your brand and your
brand messaging as a whole should appeal to them all so what are the different types of buyer
personas well the answer to that question is that there are no real types of buyer personas because
every single buyer persona is different because people are different there's no cookie cutter
solution where you take this type of buyer persona for this type of business you have to
custom create buyer personas every single time but luckily for you i have a system that you can use
to create a buyer persona step number one start with a category and a name now that female
professional between 22 to 34 is not enough for a buyer persona but it is a great starting point
for your buyer persona because it gives us the opportunity to categorize a certain group
of individuals as to who the broad audience is now you really want to start to shape that you want to
personally identify who this type of persona is you might give this persona a name and you might
get a little bit more clarity around what they do so instead of being a female professional 22
to 34 it might be debbie the marketing manager so getting a little bit of clarity there really sets
the tone for getting personal with who this buyer persona is step number two understand
their demographics now the demographics are the circumstances around their lives and it
gives us a window into the type of person that they are it gives us a window into their lives
so the demographics that you would be looking for here would be their age their sex their profession
their marital status their income all of this general information starts to paint a picture of
the types of lives that these people have now of course this is not enough to connect and resonate
with who they are but it is a great stepping stone to understanding what their lives are like step
number three define their psychographics now while their demographics are all about the circumstances
of their lives their psychographics start to get a little bit more detailed in who this person is
because it's about their behaviors and what makes them unique so here we're looking at really their
preferences what is it that they prefer what kind of news sources do they read what do they
do on the weekends what type of food do they like to eat or what restaurants do they like to go to
what sports do they follow or what sports do they play do they have an active lifestyle do they have
a more passive lifestyle all of this information will start to give you a window into the type of
person they are and the types of behaviors they have so you can really start to identify the type
of character and the type of personality that they are step number four discover their goals
now your audience is typically going to have two types of goals and that is their big picture
goal and their immediate goal now their immediate goal is something that they're trying to achieve
right now and typically your brand is going to be able to help them achieve that goal
now their big picture goal will be more their aspirational goals that their immediate goal
will contribute to achieving so if they achieve this immediate goal it will work towards
achieving their big picture goal now a perfect example of this would be a business owner who's
trying to meet his sales target this month to stay on track for his target and his big picture goal
is that ultimately he wants to sell his business so if he's able to achieve his immediate goal that
will contribute towards his big picture goal step number five uncover their challenges now just like
their goals they're going to have two types of challenges here they're going to have challenges
around their big picture goals and they're going to have challenges around their immediate goals
now these challenges again are something that your brand is going to be able to help out with
they're big picture challenges on the other hand possibly you might not be able to help out with
those at all but you should still understand what challenges are standing in their way
when it comes to their immediate challenges there might be one or two challenges that you might be
able to help them out directly but there might be more challenges than that that they're facing and
if you understand those challenges you can speak to them about those challenges and show empathy
and understanding and maybe even guide them on their way now again coming back to that example
of the business owner maybe the business owner wants to generate more sales this month that
is the challenge that he has but some smaller challenges around that is he wants to generate
more leads and more traffic to his website so that's a perfect example of how understanding
your audience's challenges and the challenges around the ones that you can help resolve can
help you better connect with who they are and what they're going through and step number six extract
their emotions now with all these goals and challenges there are going to be a lot of emotions
around these so representing the goals will be the desires what is it that they want to achieve what
is that desire that they have to achieve that goal and around the challenges what are their
fears what is standing in their way and what does that make them feel if they can't overcome
those challenges these fears and these desires are the emotions that your brand will be able to use
to connect with what they're going through to connect with those emotions to connect with that
triune brain and that reptilian brain where they make their decisions we don't make our decisions
through our neocortex we don't make decisions through that logical brain we make decisions
through our emotions so if your brand and your messaging can connect with those emotions that
they're going through whether it's those fears or whether it's those desires you will resonate
with who they are and what they're feeling now make no bones about it your brand persona is
one of the most critical tasks in building your brand and building your business because without
that buyer persona you don't know who you're speaking to you don't know what challenges they're
going through you don't know what they're feeling and you don't know what they want and if you don't
have that information how are you going to build a brand that is going to connect and resonate
with who that person is the answer is you can't if you don't have messaging that speaks directly
to who your audience is then your messaging is speaking to nobody in particular and that is
the fastest way for your brand to go nowhere in particular now once you have that buyer persona
and you know who the person is and you know what they want you can work on giving them what they
want the best way to do that is by defining a positioning strategy if you want to learn nine
ways that the biggest brands in the world use when it comes to defining a positioning strategy then
this video will show you how until next time brand like a master and i'll see you in the next video