Every business has a target audience, the group of people it serves best. 

Audiences are often defined by demographics (age, gender, race) and demographic factors, such as their interests, hobbies, and budget. But the audience is deliberately vague. They are used to make advanced decisions about your company’s market size and branding goals.

 When it comes to making the right decisions about your product and marketing strategy, in order to win the hearts of your customers, you may want to look harder than a large audience. You need to understand their values, pain points, goals, and make them feel like your business is made just for them.

 Enter: personas. 


What is a persona? 

A persona is a fictional, generic persona that your business will work on, created to target employees or customers. In fact, he is the perfect person for your business: someone who has the exact problem your product solves, the goal your product or service helps to achieve, and the emotional connection and connection to your brand. 

A Persona is often described as a unique, recognizable person, for example, “our character’s name is Emma”. They have specific characteristics rather than being linear. For example, Emma would be 34, not “31-45” or “mid-30s.” However, the most important part of a character is not usually the demographics; These are their goals and core weaknesses when it comes to your product. 


Why create Persona?

The purpose of creating personas is to make better decisions for your business by better understanding the customer or end user. It is difficult to identify the goals of an entire group of people, such as your target audience. By giving your client a name and story, you can imagine yourself in their shoes.


User personas vs. buyer personas

Different groups or functions within the company will use people for a reason. But although the use cases are different, the customer’s thinking behind one should be the same. You don’t want your marketing team to create messages that will reach one person while the product team builds for another. Here are two main types of people: 

If you have more than one product, use case, or target market, you can consider creating multiple people, because each market segment will fit its own person. But it is important in this case to use sales/usage data to understand who is most important to your business (your leader) and who is less important (secondary). 


What makes a good persona?

People are all about details. The more you can do as a designer or marketer to make your personality different, the more your team will be able to create a great product and run an effective marketing campaign.

 For example, if you are a mattress company like Endy, you can say that the problem of your character is that “typically, the mattress is not good.” It will help you to write about the comfort of the mattress, but in the end it is a little information.

Be careful when creating an existing character. For example: “Living in a big city, he feels like he’s paying a lot of money in the house, so the idea of ​​spending a month’s rent on a mattress seems like they are too much. At the same time, he didn’t want to feel like he was in college again. She shares a bed with her partner, and they often get hot. Therefore, he is ready to invest a lot of money in the right product if he thinks it is reasonable. This level of detail will lead to a more dynamic marketing model, focus on what makes the product cool, and better decisions about the overall product map. 

How to create a persona

  1. Find your customer 
  2. Make assumptions based on the results 
  3. Review and confirm 

To create characters, products and marketing teams must follow a similar three-step process.1. 


  1. Find your customer 

Start by learning everything you can about your customers or potential customers. You can do this through marketing research such as individual customer interviews, focus groups, surveys, and third party research. If your product is digital, like an app, you can also see the location and its user data and behavior.

Customer surveys allow you to eliminate apathy from the process. You may think that your customer appreciates one aspect of your product more than another, but a closer look may tell you otherwise. 


  1. Make assumptions based on the results 

Once you think you’ve gathered enough data to understand your customer profile, pain points, and goals, start developing ideas about how to target people based on your research results. You can create a short description that includes everything from their names, weaknesses, and job titles. However, any specifics of your team are still hypotheses until you can confirm them through testing. 

The more specifics you can add to your character, the better. These examples of buyers can be used as a template for achieving the level of detail necessary to be effective. 


  1. Review and confirm 

There are many ways to test your personality. This process is where product and marketing teams will take different approaches to achieve the same result: build trust in their persona definition.

 A product group will support people through additional UX research, such as looking at how their user interface interacts with the brand and asking UX-focused questions. They can also test their ideas by making custom changes to their products and analyze usage data for improvements. Their goal is to find work and answers or data that support their ideas about their character. 

The marketing team will confirm its identity through a marketing campaign. For example, they can run social media campaigns targeting users who represent both of their personality types and see which one works best. Or they can target a specific audience, but use multiple messages, to find the one that best suits their problem. This can be an effective way to express your personality. 

Remember that your character will not be 100% “real” because it is based on a fictional character. But the exercise of creating and supporting people can help build a better understanding of your customers. Whether you’re part of a product team, a marketing team, or a business owner who does everything yourself, there’s almost nothing more important than that.

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