≡ Menu

Use buyer personas to hone your marketing messages

Creating customer profiles is a good idea – use buyer personas

Competitive advantage belongs to those companies that have the deepest insight into their customers. Buyer personas are one way to stay ahead of the pack.

A buyer persona is an overall description of everything you know about your most profitable, ideal buyers. Buyer personas keep you ‘on message’ when it comes to producing content your prospects and clients will find and consume.

A buyer persona is a detailed profile of an example buyer that represents the real audience – an archetype of the target buyer (thank you Adele Revella). Marketers can use buyer personas to clarify the goals, concerns, preferences and decision process that are most relevant to their customers.

“Imagine how effective marketers could be if our solutions chimed exactly with our prospects’ business needs…”

I often use buyer personas at an early stage with the businesses I support. They are a fantastic framework for distilling key messages.

Here’s more on why buyer personas help make your marketing relevant and valuable.

{ 3 comments… add one }
  • Adele Revella (@buyerpersona) 22/07/2011, 3:09 pm

    Thanks for the shout out Mick, and for focusing on the real goal of buyer personas — creating a competitive advantage by making it easier for buyers to see our solution as an exact match for their problem.

    We’ve got to challenge and enable marketers to discover deep insights about their buyers core initiatives. And it doesn’t stop there — marketers need to explore their Product Persona Connections to see their product, service or solution through their buyers’ eyes.

    Thanks for spreading the word Mick. Did you notice my free (no registration) ebook, The Buyer Persona Manifesto http://bit.ly/lqEo7B I would love your feedback.

  • Mick 24/07/2011, 4:53 pm

    Hi Adele, and thanks for your thoughts. I will certainly check out the eBook, as I value and enjoy your work so much.

Leave a Comment