Buyer Persona : How to identify them and generate more sales?
Marketing or sales professionals know it very well: we do not sell anything to anyone anymore.
And this is the same thing when you write a blog.
You can not touch everyone despite all your efforts, it is impossible.
You need to identify your target, this is the best way to sell as much as possible.
How do we do that ? You have to identify your buyer persona
WHAT IS A BUYER PERSONA?
A buyer persona is a fictitious representation of your potential buyers or readers. You must know:
- His tastes ;
- His interests;
- Work or socio-professional category;
- His age, etc.
By speaking directly to this persona and targeting your needs, your sales speeches or articles will have more impact.
HOW TO IDENTIFY YOUR BUYER PERSONA?
I grant it, it can be tedious to identify the profile of your leads or prospects. This is a set of tracks you lead with them. You’ll find clues scattered all over the place. Be careful.
In the comments of your articles, on social networks, but also in your way of writing or simply the theme of your blog or e-commerce site.
For example, I have a blog talking about website creation and digital marketing.
After a first study, I know that a majority of my prospects are entrepreneurs who are at least 30 years old and looking to develop their business on the web.
However, this information is not enough to adapt his speech. You need one, wait for the next … method!
This one is not miracle or straight out of my magic hat.
This is a method tested and taught in business schools or marketing.
It allows you to discover the needs or motivations of your prospects and therefore to use them to convert them.
What is it ?
SONCAS is a French acronym for Sécurité – Orgueil – Nouveauté – Confort – Argent – Sympathie which i could translate to Security – Pride – Novelty/Technology – Comfort – Money – Sympathy.
Each person is, including you, classified in one of its categories. You will not touch a proud reader like someone with an attraction for novelty.
Let’s take a closer look at each category:
These individuals seek to be reassured by your products.
They may be fearful or dubious about your work.
Use reassuring sentences.
Confirm them, for example, in the fact that your products are safe and with qualities.
The proud are, I will say, imbued with their person.
They do all better than everyone else and already know everything about everything. (Most of the time, this is not true).
But for example, creating tutorials will have no impact on them.
You have to flatter them, put them forward and prove to them that with your products they will be the most beautiful, the best and the richest.
I find myself a bit in this category.
People in this category are often geeks.
They like as soon as a new trick happens and are already aware of everything before everyone else.
With them, use words or phrases such as: the last, fashionable, it just came out, etc.
People in the comfort category appreciate the practical side of things.
They like useful, functional, simplicity.
They must be chewed.
Unlike the proud, a tutorial is ideal for this category.
Ah money, the nerve of war.
We are all a bit focused on money, except perhaps the hippie who lives in his cabin at the bottom of the woods, but it’s another matter …
Adapt your speech about profitability and price.
How much will they earn if they pay for your services?
The promos also walk with them.
For these people, you need cute little cats … No I am kidding.
It is necessary to make buddy-buddy with them and to establish a relation of confidence.
If they are acquired for your cause or your products, they will, unconsciously and voluntarily, make your promotion with their friends and acquaintances.
They should not be neglected …
We are all different, with different interests, tastes and needs. So Always adapt to your target and refine it with every clue retrieved.
The next step, once you have identified your buyer persona is to convert them into customers and ultimately into brand ambassadors!
And you in which category do you place yourself?