Marketing Personas
What the heck are they?
How can they help me
communicate effectively?
What you say, where you say it and what words you use directly impacts your ability to effectively communicate with your prospects and customers. Think about it.
Let's say you are a home cleaning service and you want to promote your services. You may want to build an ad, email or blog post that says "We Clean Great!" Leave's you kind of flat, no? Doesn't really speak to your needs.
So let's say we have identified a couple of different kind of customers for our cleaning business. One is Sally who works full time and has 3 kids and 2 cats. Her time off is very precious to her. Your message might be something more like "You work hard all week. Enjoy your weekend and your family while we scrub you home clean." Add a great image of a family playing.
Or, maybe one of your customers is unable to clean as they normally do because of an accident, illness or other physically limiting event. You might say "We can give you a hand with housework for as long or short as you need it." An image illustrating your message will reinforce your message and be more impactful to your target.
Maybe your customer is moving from one home to another. "Moving? We can give you a clean start." Again, an image that conveys someone moving into a clean home.
Crafting a detailed description of someone who represents your target audience(s) is to create a Persona. This is not a real customer, but a fictional person who embodies the characteristics of your potential customers. Some companies will have one or two personas and others may have many more.
Once you have this caricature of who you want to attract you are able to choose words, images and more that will speak directly to potential customers and highlight how you can solve their problems.
Have a look at my short video on how to generate your Personas so you can be sure to communicate effectively with the right targets. Video
And, as always, don't hesitate to reach out with any questions or just to chat.
