Be Passionately
Curious

IF YOU TRY TO TARGET EVERYONE, YOU’LL TARGET NO ONE.

Creating a persona (or two) will allow your entire team to resonate and empathise with your target audience. A well-developed persona should guide your team in everything they do—from product design to advertising to frontline customer service.

Understanding what motivates and frustrates your target audience will let you see what exactly makes them different from everyone else in the market with the same demographic. This will inspire continual innovation in your business—in every role, company-wide.

The deeper you can understand your persona and the insights they have to offer, the further you will be able to push your ideas.

What to do:

❶ Create a fictional character that exemplifies your ideal target or candidate. Give them a name and find a photo or series of photos that represent them.
❷ Give this persona a specific age. Decide if they are married or not, whether they have a degree, what their job is, and who they live with.
❸ Describe the specific pains they accept as status quo and those that frustrate and annoy them regularly. Then describe the gains they will experience, and how their life would be improved if you could deliver your promise through your products and services with them as a customer.
❹ These may be the most important points to determine: define their wants, needs, and fears. With these clearly identified you can resonate with their emotions and irrational behaviour. Most humans act on emotion, and use logic to justify their emotions.

Templates available: persona & ideal customer profile (ICP).