While ancient Greek philosophers focused on “𝑲𝒏𝒐𝒘 𝒕𝒉𝒚𝒔𝒆𝒍𝒇”*, modern marketers want to know customers and their personas.
The persona is a detailed, fictional composite describing your best potential customers. The ideal persona then impacts your value proposition** and revenue generation.
By empathizing with customers’ needs, goals, and challenges, you craft better marketing messages and build better products/services.
The persona also helps you focus on the right audience by excluding people who would never be good customers.
To build a persona:
* Research target audience (e.g. age, income, role, and interests)
* Engage actual customers about their dreams, fears, and influences
* Identify their career goals and industry pain points
* Create a name, background, and interests
* Describe their typical day and regular life
* Consider including a sketch of their face / body
Since you attract different customers, you may want more than one persona to represent each audience.
When you are proposing value to customers, start with their needs and interests. A persona helps you explain how your solutions best improve their lives.
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* The aphorism “know thyself” was the first of three maxims inscribed at the Temple of Apollo at Delphi. This picture is a memento mori mosaic featuring the Greek motto from excavations in the convent of San Gregorio in Rome. Source: https://bit.ly/33inzvd
** See article on Value Proposition here: https://bit.ly/2RvkBka