How to create a StoryBrand Buyer Persona Template
You’re about to save yourself a lot of time and a tonne of money by creating your StoryBrand Buyer Persona, especially when you link it to your StoryBrand Brandscript and marketing. Grab your copy of our StoryBrand Buyer Personal Template we’ve made for you.
Most business owners and network marketers make the mistake of starting their advertising and marketing. They build cool landing pages, beautiful email campaigns and place ads everywhere, but they fail.
You see, they haven’t taken the time to work on their StoryBrand customer avatar or StoryBrand buyer persona. This means their customer’s likes, interests, goals, needs, problems….let’s face it, they know nothing about them. Their ads were doomed to failure before they even started.
If you’re new to a buyer persona, make sure you read our other articles and watch the videos we’ve put together to help you.
It’s time to learn how to use the StoryBrand Buyer Persona Template
You want to start marketing. You have money burning a hole in your pocket, but you don’t know where to start; you’ve heard about a buyer persona, but you’re not sure how to create one.
That’s ok; you will know precisely how to create one by the end of this article and the accompanying StoryBrand Buyer Persona Template. Your StoryBrand BrandScript will be better, your marketing will be better, your ads will be better, and so will your social media.
First, remember you will more than likely have more than one customer persona. For one of our businesses, we have around 10, depending on the product we are marketing.
Let’s begin using your customer persona template:
At the moment, as you work on your persona, please remember this person is fictional. They don’t exist; at the start, you’re going to make some educated guesses. That’s ok.
However, do yourself a favour and have some fun. Get on the phone and call some of your clients and ask them questions. Spend some time with them, and they are going to give you GOLD. Seriously, they will hand over nuggets of gold to you.
Let’s get to know them a little bit. Please remember this customer persona is fictional, they don’t exist, and it is your best guess at knowing your customer for the time being.
Hey, if you’re feeling a little weird putting this together, I want you to know, you’re not alone. The first time I did it, I was laughing under my breath, thinking this was crazy. But now I do them all the time and wouldn’t do a marketing campaign without one.
So let’s just do it and get it done; you will be glad you did. The more you do and the better you will become.
Start with their gender (sex), and now let’s name them. Yes, give them a real name.
You will want to know their age and whether they still have dependents at home.
Fill in the rest of the details.
Spiritual Beliefs I know may be an interesting one for you to answer. But don’t gloss over it. This will help you understand your customer more profoundly and help you with phrasing, ads, and how to approach them, especially if you target a specific market such as the Christian market or new age etc.
Again, how often you market will determine when you will use this. Of course, if you are marketing a supplement or exercise program, this will be incredibly important, and you may want to add more to it.
The weight is an interesting one; this tells you are a lot and should help you get into the head of your customers and how they are feeling, and how they are handling stress.
If you know where they hang out, what they do for fun, then you can speak to that “aspirational identity” and help them see themselves doing more of that.
For example, if they love to hang out in cafes with friends, you want to use images of coffee, cake, lunches with friends, etc in your social media and more.
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Hopes Dreams Desires
This is where you go a little deeper into the psyche of your customer persona.
What makes them excited? What are they hoping to do one day?
Why are these things important to them.
If you want someone to take action, show them the life they can have by doing business with you.
Also, show them the life they will have if they don’t. Think about it. Your job in marketing is to help them transform. They don’t want a simple change; they want a transformation, as Storybrand CEO Donald Miller says.
They don’t want to stay the same. They want a new life.
When you know ‘where’ your customer is, you can be ‘there’ too. Marketing is just a series of repeating the same messages over and over.
The thing is if you are not saying those messages in the places where your client is, then they’re not hearing you, and not buying your product or service.
However, when you are marketing and advertising where your customer is hanging out, you start to see a real transformation in your advertising results.
You want your client to say, “They get me”. As a Storybrand Guide and in marketing now for over 20 years, one of the biggest things my clients say is, “You get me”.
I do my best to understand what my client is working towards, and you want to do the same.
When your client “feels” that you “get them”, they will not look at anyone else. In their mind, they will see they’ve found a kindred spirit, and no one else matters.
When we are doing a storybrand brandscript with a client, we say over and over again, “If you’re not talking about your clients problems, they’re not listening”.
Too often, business owners and network marketers want to talk about their product and the features, or they want to tell everyone how good their business is and that they’ve been around for 30 years.
They don’t realise that their potential client is yawning and bored. They’ve tuned out, and they’re looking for someone else.
The only time your client is listening to you is when you’re talking about their problem.
Everyone wants to tell you that your clients are your friends 99% of the time, that’s not true. Most of the time, the only reason they’re doing business with you is because you can meet their need.
Stop thinking of them as your friend and realise you’re there to fix their problem.
If you can do that, they will buy from you.
This is why downloading your buyer persona template is so important, and getting your customer avatar right will change everything.
These are the objections that your customer could have with doing business with you.
You want to use this as an opportunity to “Attack and Confess”.
Rather than waiting for them to come back to you with the objections they have, put those objections in your marketing, advertising and proposals.
This way, you are removing their objection before it becomes a problem.
So to recap, when creating and using your StoryBrand buyer persona template
3. Where do they hang out
4. Hopes Dreams & Desires
6. Goals & Values
7. Problems & Pain Points
8. Possible Objections
Seriously, download the StoryBrand Buyer Personal Template now. You will love it.
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