Write for the Right Buyer

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Develop Personas and Uplevel your Marketing Efforts

“How does a potential buyer make decisions?” “What do they want to hear?” “What will give them confidence in me and what I have to offer?”

These are three questions you must ask yourself every time you go to write materials that promote your company or product.

Know Your Product

Every young marketer or copywriter has heard the phrase know your audience. Understanding the audience requires the same diligence a product developer would need to build the perfect product. A good product developer would try to understand the need for their product, the value they bring to the general public (or niche market), and features that will draw interest, create excitement, and provide ease.

As a product marketing manager or CMO, you must conduct R&D before any time or money goes into creating content for the company blog, website, email, or social media channels. Time well spent would consist of:

  • Researching competitor products and their marketing approaches
  • Talking to the product team about the product
  • Learning how the sales team (or sales individual depending on company size) positions the product
  • Hearing from the CEO about why the product was made in the first place.

Know Your Audience

Time should also be spent talking to the person who knows the needs of your ideal audience the most: the ideal customer. The ideal customer can describe their pain points and challenges. If the product is a right fit, it should eliminate most if not all of these pain points. In an interview or focus group, you can gain an understanding of your ideal customer as a whole, including:

  • How they research new services or products to implement
  • What they look for most in the new services or products they introduce to their company
  • What goes into their their company’s research and decision-making process
  • How they do business and communicate with partners

Asking questions is the best way to get to know your audience and the wants and needs of who you’re writing for

Develop a Persona

A persona is a representation of everything a company needs to know about their ideal customer. It serves as a guiding document when it comes to targeted ads, writing email campaigns, posting on social media, creating promotions and driving customer growth.

Step 1: In order to build a persona, you have to first know who is the primary buyer you are trying to sell to. Is the CFO? The Controller? The CEO or Founder herself? Establishing the role is the first step. Keep in mind, there may be multiple roles whose attention you are trying to gain. In that case, you will make a unique persona for each.

Step 2: Interview the person who holds this role at companies or organizations that would benefit from your service or product. You can use the questions in the previous section. Perhaps the Product Manager already has conducted this research, but it will benefit your marketing team to have current information directly from the source. Uncover the pain points this individual experiences related to their position. Gain an understanding of their role and industry terminology. Using the correct language in your conversations and writing will help the company establish credibility with its audience and show that the product is in fact made for their specific industry.

Step 3: Document everything you find out about your ideal customer including their level of education, their business priorities, their background and their primary modes of communication.

Step 4: Start writing. Use the information you gathered to write targeted messaging that will resonate with your ideal customer(s).

Step 5: Similar to science, marketing is full of hypotheses. Make some, and then be sure to track key metrics and reevaluate your approach and methods until you reach your goal.

Ready to get started? Download the digital worksheet to develop a persona and take your marketing and sales efforts to the next level.

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