5 Questions to Define Your Customer Persona

If you’ve read anything on marketing strategy in the past, you’ve likely come across articles about your customer and the importance of “defining” your customer. This makes sense. If you’re not sure who your business is for … then, what are you doing?

More than likely, you already know who your ideal customer is; however, you probably haven’t truly defined them. I understand, it can take a lot of time to develop a full fledged customer avatar or marketing persona … and, quite frankly, it sounds kinda boring, especially when there are a bunch of tools and fancy automations to get to!

But, here’s the deal – having a more defined ideal customer does two things:

1. Helps you find them

2. Helps you connect with them

Two really important factors that help alleviate potentially huge problems!

If you can’t find your ideal customer, you won’t be able to attract them. If you can’t connect with your ideal customer, you won’t be able to do business with them. People they know, like, and trust. If you can’t get people to know, like, and trust you – your business will struggle.

Answer These 5 Questions

To save you the time of going and filling out a customer avatar worksheet, simply answer these 5 questions:

1. What’s your ideal customer’s name?

2. Where do they hangout? / How can you get in front of them?

3. Where are they in the journey of life?

4. How do they see themselves? / How do they present themselves?

5. How well do they know your products and industry? Do they “live” it, are they “new” to this world, etc.?

Let's look at each questions.

1. What’s your ideal customer’s name?

You need to give them a name! Like, Anand, Smith, Martha etc.

2. Where do they hangout? / How can you get in front of them?

Online, offline, particular websites, forums, Facebook groups, etc.

• Facebook groups, forums, marketing/small business websites

• Newspaper, home, travel websites

• 15 km radius, schools, libraries, grocery stores

3. Where are they in the journey of life?

Baseline demographics, thoughts, desires, fears, etc.

Example -

• 35 years old, young family, starting a small service-based business, trying to make things work, wants to support their family.

• Retirement age, ready to stop working, wants to travel the world, wants to maximize time with family and friends.

• Stay at home mom with young children, wants to take care of her kid’s health.

4.How do they see themselves? / How do they present themselves?

• I’m relatively smart and hardworking – more so than the average Joe. Can do anything I put my mind to, sky’s the limit!

• I’ve done my time, I’m now a world renowned adventurer ready to conquer anything!

• A good mother, first and foremost. I’m the caretaker of my family.

5. How well do they know your products and industry? Do they “live” it, are they “new” to this world, etc.?

• Semi-new to the business of digital marketing (~ 6 months). Has some basic concepts down, but hasn’t quite pieced it all together yet.

• Understands the very basics of wealth management. Put money into their 401k their whole life, has invested some on their own.

• They know about teeth cleaning and basic dentistry work as they’ve been going to the dentist their whole life.

See, it doesn’t have to be too difficult! Your answers should simply be a stream of thought.

Just by going through this process you’ll develop a new frame to look through as you produce your content and message.

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