Examining the Details that Really Matter
There are many aspects of a buyer persona that are important when it comes to understanding how to craft (and use) the perfect buyer persona. Few are more important, however, than understanding the motivations of your customers. The motivation of your customer helps you understand what features and functionality of your product really intrigue and provide usefulness for your customers. It also helps to determine many of the thoughts and questions they’ll have while researching your products to determine if its a good fit.
There are many different things that go into the motivation of your buyer persona, but few are more important than being able to understand and predict your customer’s thoughts and feelings concerning making a purchase. What functions and features may constitute as a ‘deal breaker’? What types of standards do your customers hold? What does it take to make your customers feel personally invested in your brand? All of this and more can be understood with a good buyer persona!
Why Does Your Customer Need Your Product?
Before you do anything else, you should first determine why your client needs your product. What features, functions, or feelings does it give your customers? If your product is a planner, your customer would need your product to help them stay organized. If your product was a phone, your customer would need your product to help them communicate with people in their work life and personal life. If your product is a computer, your client could need the product to create documents or to do in-depth research.
The important takeaway here, is that your client always has a reason that they need your product. Understanding that reason will help you determine which features you should market the hardest and which features will not interest the majority of your customers.
Why Does Your Customer Want Your Product?
Although this question may appear to be similar to the first question we asked, it is noticeably different. In fact, this difference is often one of the biggest selling points. Before you determine your advertising campaign, make sure you understand why your customers want your products. If you sell computers they may need your product to do work for their company, but they may want your product because it has impressive battery life. Likewise, if you sell phones they may need your product to contact other people, but they may want your product because it has an amazing selfie camera!
What Standards to Your Customers Have?
Lastly, make sure you understand the standards your customers have. Your products should be durable, easy to use, and dependable for starters. Then, take into account any other expectations your customers may have. For instance, are your customers environmentally conscious? If so, try to make your manufacturing process ‘green’. It’s also wise to make your products easily recyclable if possible.
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Austin Stanfel 