Using Buyer
Personas to Effectively
Communicate with Your
Target Market
Marketing is the process of generating interest, creating promotions and educating potential consumers on why they should choose your product or service over your competitors. A good marketing strategy addresses and satisfies your customers’ needs.
Marketing is the process of generating interest, creating promotions and educating potential consumers on why they should choose your product or service over your competitors. A good marketing strategy addresses and satisfies your customers’ needs.
Consumers do not buy what you sell. They don’t buy products — they buy solutions — and with marketing, you must show the differentiated value of what you’re trying to sell.
But to be even more specific, customers don’t buy your value proposition. Instead, they buy your problem statement. And clients don’t buy the best solution. They reward the company that does the best job of helping them define the problem. And perhaps most importantly, customers don’t buy value — they buy from companies they trust to deliver the outcome they need.
Forget About the Features
Customers are interested in what your products or services can do to make life easier. The only reason a customer buys anything is because they want to meet goals and/or fix problems. The issues could be related to performance, productivity, efficiency, convenience, profitability, quality, safety, reputation or a myriad of other potential problems. But they want these issues to go away.
When it really comes down to it, customers are focused on their own priorities and outcomes. They care less about the details or superior features you offer. They care most about how what you offer will benefit them and their company.
And prospects buy what they believe your product or service will do for them. They want less pain, hassle, breakdowns, mistakes and downtime. Customers buy solutions they believe will give them the outcome they need.
Create Ah-Ha Moments
Marketers help prospects understand how much better their lives could be, compared to how it is now, when they start using your product or service. If you’re in the business of selling, you need to be the best at defining the problem in such a way that the buyer can see the road to success with greater easy and clarity.
Potential customers need help to define their problem in a very clear way, and resolution to the issue needs to be just a sharp. When you can plainly provide insight into their pain points and a paint a vision with your solution, you create an ah-ha moment that will cause a client to say, “Yes! That’s the issue we’re having… and I see now how we can fix it.”
The best marketers connect the dots for customers to help them understand how their solution offers real value because it’s just exactly what they need, or maybe even better and more perfect than what they originally thought they needed.
Sell the Outcome
When you’re building a business, you think about features that describe what a product or service does. You define the specifics that make it unique and valuable. As you begin to think more about marketing strategy, you look more to the advantages. You define what the features accomplish.
Ultimately, through marketing, you need to show the benefits that are most valuable to the customers, and how the advantages of a feature solve your customers’ problems. The outcome is the end result the customer desires, and you’re looking to satisfy the customer.
