A buyer (or customer) persona is a way of gaining an in-depth knowledge of your target market(s). Many businesses mistakenly believe that knowing who their target markets are is equivalent to knowing their target markets. This is not the case!
Most businesses have at least two to three different groups who they want to market to. They often know who these target markets are, but they haven't fully considered what that person goes through on a day to day basis.
The process of creating a buyer persona is a great exercise that get to know your customers. It helps you to understand:
- Demographics (Age, Location, Income)
- The issues or challenges that they face on a day to day basis
- Their preferred way(s) of communicating
- How your organisation or company can help.
If you think you know your customers well, and haven't developed customer personas, then I can guarantee you don't know your customers as well as you think you do. Download the free template here and see for yourself.
Is there one particular group of customers that you want to avoid? Why not develop a negative customer persona for them? This lets you better understand them and work out ways of avoiding them.