A customer persona is the fictional representation of your prospective client or customer, based on the market research and the data collected about your real customers.
Why is it important to Craft a Customer Persona?
When the copywriters are set to write a copy, they tend to think that a particular piece of copy is for the whole world, which is actually wrong. When we are trying to create a message which attracts the attention of everyone, we end up creating a copy which attracts no one. Here’s an article about Copywriting
which explains how to write content for your customers. The key to writing good content is to create an accurate buyer persona. That is why is important to make mental notes (or may be digital notes) about your buyer persona before you create your copy.
These are the steps I follow for Creating a Customer Persona:
According to Hootsuite, audience research is an in-depth look into your customers’ lives and interests. It covers details like:
Interests and Activities
For finding information about these aspects, we can look at the following resources:
The Real Customers
They are probably the best source of finding information on your buyer persona. If you regularly deal with the customers, you know them, and it is easy to create similar customer personas.
However, if a copywriter is writing a copy for some other client, it is important to get the information on customer persona from them. Neil Patel suggests that the hired copywriters should ask the following questions from their client for getting information on customer persona:
“Q1. Who currently buys your product?
Q2. Who would you like to buy your product?
Q3. What does a typical customer look like?
Q4. What do the customers love about your product?”
Another easy way to create customer persona is through keyword research. It allows the brands to understand what their customers are looking for when they search a particular product or website. For example, if a retailer finds out that the customers are searching his brand name + shoes or brand name + cotton wear, he would understand which of his products are more trending with his customers.
Keyword research can provide detailed information on prospective customers/buyer personas from various other angles as well. If the marketing team discovers that the customers are searching the brand name along with the words like “sale” or “discount,” they would understand that the customers value price over other factors.
ii. Social Media Analytics
Social Media Analytics is an important way to get information about the target audience. These tools provide detailed information about the people who are searching and interacting with your brand online. Facebook Insights, Twitter Trends can easily tell who your audiences are and what they are interested in.
iii. Similar Products and Services
Another way to get information about your target audience is by searching the similar products and services and going through their copy. The research will enable the copywriter to understand the customers and suggest ways to write a copy for them.
Once we are done with the audience research, we have to understand their pain points. It is important not only to casually know your customers but you have to understand them inside out. What are their worries, aspirations, hopes and failures? What fears drive them sleepless at night?
Addressing the user’s pain point is the first step towards writing a good copy.
Once you understand the user’s pain, you get an idea on how to attract them through your copy towards your product.
Customer service is a good place to know which questions and issues are frequently communicated by the people who interact with your product. Reading the similar products’ reviews also help you to understand the users’ pain points.
Identify Persona’s Objectives
After understanding the pain point, you should be able to identify the objectives or goals of your customer persona. Instead of writing broader objectives or goals, try to narrow them down and be as specific as possible. For example, if you are writing a copy for a local restaurant, identifying their objective as “Increasing my Revenue,” is potentially misleading. Instead, try to write down the specific objectives like:
“Reach out 1000 new customers in the next ten days.”
“Sell the new cuisine to 500 customers in 20 days”
If a copywriter is specific about persona’s objectives, he could write with clarity and conciseness.
How Your Product Can Help?
After understanding the pain-points and objectives of your persona, you have to write down how your product can help. While you are doing it, you are creating perhaps the first draft of your copy. Copywriters often fall into the trap of writing features of their product here. It is important to flip those features into benefits. An easy way of doing this is to keep asking yourself, “How this product will benefit this customer.” As you are writing the benefits of your product, try to avoid buzzwords and use as simple language as possible.
State the Persona’s Content Preferences
A good content creator tries to understand what kind of content is preferred by his audience. He would structure the following according to customer personas’ preferences:
Tone and style
Formats of communication i.e. whether they like text, audio, video, long content, short content etc.?
Social Media Preferences
Interaction i.e. do they prefer to interact through pone, e-mails, live sessions etc.
When you think about your customer personas as real human beings, your content is compelling and effective. Failing to do so, you would create meaningless content full of buzz words and lack of compassion. A good content creator must research to make as accurate a customer persona as possible and create content accordingly.