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Discover 5 Powerful Methods For Designing Your Buyer Persona

One of the biggest mistakes that causes businesses to fail is the merchants ultimately failing to meet the demands and expectations of customers. In other words, the merchants do not know who their customers are. Even if they have great products or services, if they fail to align what they offer with what their customers want, they are simply barking up the wrong tree.

No customers, no business, no sales. It is as simple as that. Therefore it is important to define the type of prospects to target. Instead of spending important advertising dollars on drawing in the wrong set of prospects, construct a customer profile based on the majority of your customers and concentrated around their needs and wants. By creating a buyer persona and nailing down your customers’ needs, lifestyles and even apprehensions, you will have the capacity to think of a ready answer to address your customers’ challenges. By placing ourselves in the shoes of our prospects, we can better pre-empt their purchasing decision.

There are 5 ways you can research your buyer persona:

1) Online Retrieval Of Demographics Data

The process is pretty instantaneous and all you need to do is input product keywords or URLs of other people’s websites that are similar to your business (or your competitors’) into AdWords Display Planner. These are the steps:

a) Go to http://adwords.google.com
b) Click “Tools”, “Display Planner”
c) Select “Show only estimates for my targeting criteria”.
d) Enter a URL or product keyword
e) Click “Get estimates”.

You get a results display that looks like below:

planner

But as you can see, the data is very limited to age, gender and device usage.

Alexa is another website that can provide demographics intelligence but unless you upgrade, you are just as much limited to gender, education and browsing location data.

focusgroup

2) Interview Your Prospects And Customers (Pre-Sales)

This is surely one of the most effective way to get a sense of the majority demographic of your customers, but you need to ask the right questions. Here is a sample list:

How old are they?
What is their gender?
Where do they live?
What is their job?
What is their education level?
How do they prefer to stay contactable?
What is their ethnic background?
How much do they earn?
What is their marital status?
How do they spend their free time?
Which newspaper, books or magazines do they read?
What is their favorite TV channel?
What are their hopes and dreams?
What do they wear?
What are their political and religious views?
What are their biggest fears? What keeps them awake at 3am?
What makes them happy?
What frustrates them?
What do they find most relaxing?
What do they talk about with their friends?
Which appeals to them more: function or aesthetic?
What are their hobbies or interests?
What are their attitudes towards certain issues?

You can organize focus groups, walk-in sessions, on-site visits, or make phone calls to conduct interviews. You can also publish the questions in a web page through which visitors can submit their answers collated in an email sent to you.

survey

3) Surveys (Post-Sales)

Conduct surveys to get feedback from customers about their purchases. It could be an immediate, short post-sales survey about the checkout experience, ot a survey that occurs one month after purchase to gauge user experience. The answers your customers give you can reveal much about how and what they think, and could be surprisingly quite apart from pre-sales answers in terms of scope or alignment. Sometimes customers may use the occasion to inquire about other products/services. All these information can make you consider if the major customer demographic is thinking along the same line, and whether you need to tweak your marketing strategies based on the survey answers.

Popular online survey tools include Foresee, Qualaroo, SurveyMonkey and WebEngage.

pastpurchase

4) Look At Past Purchases

Supposed you have a range of products or services. Over a period of time, it becomes apparent to you that some offers sell better than others. Your sales results can tell you what the marketplace needs most, therefore you can reconsider your marketing strategies to target the most in-demand customer segment of the marketplace.

smengagement

5) Social Media Engagement

Social media puts you on the frontline of direct communication with prospects and customers. By monitoring and observing what they say about your industry and products/services, you gain first-hand insights into their expectations. It is also a great time to resolve any issues or complaints that they may have. Doing so in a prompt manner not only reflects that there is real customer support that cares, but also your pursuit towards customer satisfaction.

Also investigate online forums and Q&A sites like Quora. These sites are great resources for problem solving. By researching for solutions, you can better understand how to help your own prospects and position your products/services in a way that shows you really know your customers’ problems.

Customer research is a long-drawn process and it is never-ending because the marketplace keeps changing. However, the benefits of targeting the right customers are enormous. For one thing, repeat sales from old-time customers are easy to get. A high level of customer loyalty exists because your ability to know customers inside out will make them feel they are well attended to. They will even evangelize and refer new customers to you, thereby exponentially growing your business.

Good business does not start with a great product or service, or great know-how or a high efficiency in daily operations. It is simply knowing your customers like they are your friends, and it is a great untold secret to sales riches.

Nelson Tan is an Inbound Marketing consultant at iSmart Communications, an integrated marketing communications agency serving the Asia-Pacific region.

How to make $10,000/mth in the next 6 months?

In today’s awesome Q&A from Quora: How can I make $10,000/month for next 6 months?

Rizwan Aseem:

WARNING! There isn’t no easy way to do this.

But there is a simple way.

The simple was is this.

A) Goal

Your goal is to make $10k per month for 6 months so you can pay for higher education.

Which can be broken down to a simpler make $350 per day, every day. So in 30 days you will make $10k.

Which can be further broken down to selling something that will net you a profit of $350 per day.

Let’s call this ‘thing’ the product.

Let say we’ll sell the product for $697. Which means we will have $347 to make the product, to advertise the product, to find someone to buy the product, and to pay for the merchant account processing fees.

The best thing for us to do is that we reduce the costs of producing the product as much as possible. So we have the most amount of money to finding the customer and selling to the customer.

B) The Plan

Now that we know the price and the advertising budget available to use, we can go ahead and talk about the product.

The best products that fit our requirements are information products. Products that are created using intellectual property.

The business plan is as follows.

1. Find something you are good at doing, that you can regularly do, that you don’t even consider a problem doing (it helps if what you are good at is related to ‘health’, ‘money’, ‘relationships’, ‘hobbies’ or ‘sports’).

So for health, if in your life you had been overweight and had successfully lost weight and kept it off, this is an expertise.

Or if you’ve even been able to find a girlfriend for yourself while your friends struggled to find one, than you’ve got an expertise too.

Or if you’ve discovered a quick way of making more gold in World of Warcraft, then you’ve got an expertise, etc.

2. Find a group of people who are having a problem, that your expertise can solve. These people are all probably like you, or belong to an association that you belong to.

So if you are a real estate agent, then the association of real estate agents can be a group of people who could benefit from your expertise of losing weight fast. Or if you are a welder, than there is an association of welders or mechanics who you might be able to serve by helping them find a girlfriend, etc.

Then ask 3 people if you would buy a product on how to solve this problem. You haven’t created the solution just yet, you’re just validating your idea. Ask them how much they would pay for this solution.

Keep doing this until you find at least 3 people willing to pay for your product. This will validate the idea for you. (This is an excellent tip shared by David Francis in the comments.)

3. You create a product that solves a problem that they are having.

What this means is that you write a book, create an audio program, record video tutorials solving a problem, or a software program that we can sell for $197.

Depending on your expertise and personal preference you can create each of these products overnight.

For now we’ll take the video tutorials because they are the simplest thing to create. You can use your computer camera and speak into the camera to record your tutorials.

Once you create the video tutorials teaching your audience how to do what you have an expertise in, then you can go ahead and sell it to them.

4. Create a Sales Letter

What this sales letter does is share your story with your audience about how you solved the problem for yourself.

You can write this a number of way. But as a start just share you entire story about how you discovered the solution.

Answer the following questions.
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1. Who you are and what you are going to share with them?

2. How you tried everything and failed?

3. What were some methods that you tried but did not work for you?

4. How you were finally able to figure out what you were doing wrong and fix it?

5. How you made this into a system?

6. Why you are sharing this system with them?

7. What the system is and what it will do for them, what are the benefits they will get, what problems will they solve?

8. What they will get in this system, what is the product that you are giving them?

9. What is your guarantee? (Make this an unconditional 100% 90 day money back guarantee)

10. How much money would it cost them if they spent the time in their life to figure it out themselves?

11. How much time they can save by investing in your solution?

12. What is the investment that they can get this solution for? (Try one payment of $697 and 4 Payments of $177 per month.

13. Why they should buy immediately?

14. Reiterate what results they will get, how much they will pay today, and the guarantee that you are providing them.

5. Test The Marketing

Once you’ve created the sales letter test it out with $100 on Facebook marketing or Google AdWords and test out the marketing.

What testing it out means is that you spend the $100 on marketing and see how many people buy from you.

Then you take the money and re-invest it in marketing and try to;

1. Improve the marketing

2. Show your offer to more people by increasing your advertising budget.

The testing means that you keep improving the marketing. You test out different headlines to improve your conversions and get better results on your marketing.

C) The Timeline

You’ve got the goal and you’ve got the plan. Now comes the timeline.

Spend the 1st week to create the product. This product has to be good enough. It should deliver the results that you promise. Don’t worry about making this flashy or anything.

This is the basic product. You can make it flashier once you’ve got the first $10k in your bank. Right now, you want to get it done and get it out to your customers.

This way you can test it out in the real world. The marketing is the most important thing.

Spend the 2nd week creating the sales letter. This is more important than the product itself. If your sales letter sucks, no one will buy your product no matter how good the product actually is.

If your sales letter is good, you can get your customers to at least try the product.

Spend the 3rd week creating the ads. The Google ads, the Facebook ads or whatever you are using. The ads are what will get the sales letter read. This is more important than the sales letter itself.

But a note of warning. Don’t get stuck. Having a bad ad is better than no ad at all. Get it done and test it online.

Spend the 4th week creating better headlines and testing them. The headlines on the ads and on the sales letters will increase your conversions.

Spend the 2nd Month improving your conversions, and increasing your reach. Track everything. Track the number of people who click on your ads, read your sales letter

Can anyone learn to be a genius?

This awesome question was asked in Quora and I think more people deserve to read about it, so I reprint here: What patterns can be observed in the way geniuses think and behave?

Satvik Beri:

Here are a few patterns I’ve seen among the smartest people I’ve met (primarily professors or graduate students). Not saying that these are replicable, or that doing so will make you a genius, just that these patterns seem to exist:

  1. They’re extremely talented at going up and down levels of abstraction. Geniuses tend to be able to fit seemingly unrelated facts into the big picture almost instantly, and drill down to any level of detail. On a related note, when learning they tend to learn at every level of abstraction at once, rather than simply building from the bottom up or top down like most people.
  1. They make a lot of assumptions. This may seem counter-intuitive. We’ve often heard that creative thinking requires breaking existing assumptions. And this may be true, but it seems like geniuses tend to make a lot of assumptions very quickly, test their hypotheses, and then change their assumptions very slowly if it’s necessary.

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  1. They come up with unique ways to compress information. A smart person might see a difficult Mathematical theorem as a connection of ten steps, whereas a genius might visualize it and see it all as one picture.
  1. They separate emotion or external thoughts from their thinking. At least in science, geniuses tend to never attach any external meaning to their thoughts-as an example, they could think about how to efficiently invade a country or release a horrible weapon without feeling phased by the image of the devastation that would involve. Similarly, they can often focus on their work no matter what they’re going through-whether it’s loud noises or personal trauma.
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