Marketing is simple, but you're complicating it.
Forget tactics.
Focus on customers and what they want.
This thread will help you to read your customer's mind:
Forget tactics.
Focus on customers and what they want.
This thread will help you to read your customer's mind:
When you know how your customer thinks, you:
β’ increase leads
β’ increase conversions
The new way of creating customer personas will help you do that.
It's not the way you used to do it.
β’ increase leads
β’ increase conversions
The new way of creating customer personas will help you do that.
It's not the way you used to do it.
Business school taught me to create customer personas, so I did.
After graduating, and a few years of creating them professionally, I realised I'd never used or referred to them once.
They were a waste of time.
Formed from BS assumptions and shallow demographics.
Useless!
After graduating, and a few years of creating them professionally, I realised I'd never used or referred to them once.
They were a waste of time.
Formed from BS assumptions and shallow demographics.
Useless!
There's another way.
It takes more time, but you're left with a valuable resource to use when marketing your products.
The starting point to create a persona comes from your general assertions of who you're making a product for.
Start with the bullshit, but we don't end there.
It takes more time, but you're left with a valuable resource to use when marketing your products.
The starting point to create a persona comes from your general assertions of who you're making a product for.
Start with the bullshit, but we don't end there.
Here's an example that I'll use throughout the thread.
We were building a lead generation platform for specialist contractors in the UK, like a roofing company working for a main construction contractor.
The starting point looked something like the image attached.
We were building a lead generation platform for specialist contractors in the UK, like a roofing company working for a main construction contractor.
The starting point looked something like the image attached.
Now, you want to speak with real people representing the BS persona.
Conduct a minimum of 6 interviews, maximum of 12.
Finding participants can be difficult.
If you have no immediate contacts, find participants via 2nd degree connections. You could also DM suitable candidates.
Conduct a minimum of 6 interviews, maximum of 12.
Finding participants can be difficult.
If you have no immediate contacts, find participants via 2nd degree connections. You could also DM suitable candidates.
The interview:
Conduct a 30-45 minute recorded interview.
Ask open questions where the opportunity arises. Delve into responses.
Then, transcribe.
Break the material into categories, e.g.
- specific problems
- descriptions of the problem
- phrases to reuse in future copy
Conduct a 30-45 minute recorded interview.
Ask open questions where the opportunity arises. Delve into responses.
Then, transcribe.
Break the material into categories, e.g.
- specific problems
- descriptions of the problem
- phrases to reuse in future copy
Create the persona:
With the interviews complete, you can build your final personas.
One option is to merge all respondents into a fictional persona.
Or, if one respondent in particular best captures a group, you could lean on that personβs responses to build the persona.
With the interviews complete, you can build your final personas.
One option is to merge all respondents into a fictional persona.
Or, if one respondent in particular best captures a group, you could lean on that personβs responses to build the persona.
Continuing from the previous example.
The image attached shows what our persona looks like after completing the research.
We know much more about their demographics, problems, and solutions.
The image attached shows what our persona looks like after completing the research.
We know much more about their demographics, problems, and solutions.
Using the persona:
You now have a concrete user in mind. Helpful for:
- Building product
- Testing features
- Creating landing pages
- Writing ads
Pin it to the wall.
Keep that person in mind every time you're writing to the customer.
You know them now better than ever.
You now have a concrete user in mind. Helpful for:
- Building product
- Testing features
- Creating landing pages
- Writing ads
Pin it to the wall.
Keep that person in mind every time you're writing to the customer.
You know them now better than ever.
How is this mind reading?
We think our desires and fears are unique. They're not.
You understand the group of people you interviewed.
For every persona you create, they'll be thousands of others in your audience. All with the same problems.
Now, you know how they all think.
We think our desires and fears are unique. They're not.
You understand the group of people you interviewed.
For every persona you create, they'll be thousands of others in your audience. All with the same problems.
Now, you know how they all think.
Hope you found this thread interesting.
Follow me @liammotivado for weekly threads on marketing strategy and psychology.
For more in-depth articles, check out my newsletter at Motivado.
motivado.co
Follow me @liammotivado for weekly threads on marketing strategy and psychology.
For more in-depth articles, check out my newsletter at Motivado.
motivado.co
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