#2 Why is it Important to Identify Your Buyer Persona

It is essential to define a buyer persona when starting a business in order to create a product that appeals to the target audience. Having a buyer persona make your copy compelling and personalized, as it helps narrow the focus from the entire global population to just one ideal customer.

Just think about it- there are over 7 billion people in the world. How stressful would it be to write an ad to appeal to them all. It’s impossible.

But when you write having just 1- Your Ideal Customer Avatar (aka Buyer Persona) in mind- it is easier to create advertising and marketing campaigns that are relatable and more likely to be successful.

And yes, it’s impossible to create a product that would appeal to everyone.

Let me give you a few examples.

Let’s say you have a cure for sweating armpits.

On a surface level, people want to have armpits that don’t sweat.

But if you go deeper and understand your customer avatar, they have dreams, wishes, problems. These pain points that keep them up at 2am. These words and phrases would be your copy, that sells.

Let’s say Your Idea Customer is a 20 something single woman, constantly on social media, and is looking to find a man. So here are her thoughts, that keeps her up at night:

Summer is here again… People are going to see my sweating armpits if I wear light one color tops. They are going to gossip and think it’s gross. I just can’t stand it. I wish summer was over. And every guy is going to think I am cute, until they see my sweaty armpits. I probably will be single forever.

Her deeper dreams and fantasies

What if I could enjoy this summer like any other girl. Go on dates and never worry again what people say. Take selfies without using aps to cover my sweating armpits and enjoy a massage without worrying about the smell and the spots. My life would be great again

So on the surface level, her pain is that she can’t wear light, one color tops during the summer.

But when you look deeper-her problem is shame and embarrassment.

So on the surface level here desire is to have normal body, normal armpits.

Her deep desire- to enjoy summer, feel comfortable and happy in her own skin, and find love.

So, if you want to appeal to that girl, you can say:

Start now and you’ll be posting selfies by May!

This summer, wear anything you want. Feel great and happy again

Do you struggle with the embarrassment of sweaty armpits in the summer? Feel like social activities and dating are out of reach because of it? Our product can help you break free of the anxiety and insecurity of sweaty armpits, so you can confidently pursue your summer dreams!

Do you see how this copy speaks to her dreams and how powerful it is?

Now, let’s say you have the same product, but would like to appeal to over 60s.

Here is what you can say

You want your grandkids to remember your warm hugs, not your sweaty armpits

Holy cow. Do you see how powerful it is?

But, Rina- Why would I not sell for both buyers- you are thinking, I guess.

Here me out…

Start with one type of Audience, and once you get traction-add a new Buyer persona.

It’s the easiest way to success. And remember-when you target different buyer Personal, create and direct them to different ads, different sales pages and different content.

When you are communicating from their perspective, you are selling what they WANT (vs what they need). That’s why your product/service will sell.

I recommend narrowing down who do you want to serve. While you might think by narrowing down, you are losing customers,

The truth is

You are not! It’s vice versa.

As a result, creating your buyer personas, you’ll be able to attract high-value visitors, leads, and customers to your business.

Buyer persona creates you a vivid image of who do you reach.

And when you have a vivid image of Your ideal customer, your business message becomes clear and appealing.

Remember, “smaller is bigger”.

And it’s much easier to become known in a niche. It’s so much easier to become a go-to expert.

Your niche is not the same as the field in which you work. For example, a retail clothing business is not a niche but a field. A more specific niche may be “maternity clothes for executive women.”

The niche is the overlap of the WHO and the WHAT.