Buyer Personas: How to use them to launch new products

Buyer Personas are an amazing way to connect with your audience, generate sales and flesh out new product launches. 

As a maker and creative entrepreneur, I know that so much of you goes into the work you’re producing.

You’re passionate about your craft and create from a heart centred space. And I never want that to change.

What I do want is help you to get smart about what you’re producing. 

I want to help you understand what makes your audience tick and create products for them.

Buyer personas can be really helpful when you’re thinking about your next product.

If you’ve been producing content or handmade pieces for a while but not seeing a lot of sales, it can be discouraging.

I want you to know that the lack of sales are not due to your lack of ability. Rather, it’s because you’re not targeting the correct people in your marketing. 

Knowing your target audience like you know your best friend helps you find success. 

Having personas help you identify what really want, what makes them tick and effective strategies to promote your business. 

When you know your ideal customer, you’ll also feel so much clearer on your businesses direction.

 You’ll know exactly what sort of features you could add to a product or the next line you want to create to make it irresistible to customers. 

The best way do this is by developing personas for your customers.

You’ll refer to these personas by name and go from making for a faceless group to a single person. 

We have personas here at Maker Academy. This piece was developed with a particular one in mind.

This is for Jess who is 34, runs an online store which has had a few sales but knows she has more potential to reach more. Jess is actively looking for ways to educate herself with marketing knowledge.

I am producing this to help her specifically. And for all the folks out there who are like Jess.

Do you sound like Jess?

So, to all the Jesses, Lu’s, Nathans and Rosies out there, here some tips that can help you to create personas for your target audience.

Start Broad and define who you want to target

You might think trying to be broad and reach everyone is the way to success.

Unfortunately, that is not so.

There is so much power in having a niche and being the leader in that one space.

You stand out, seem focused and you’ll reach more folks who really get your products and your mission.

Think about 3 - 4 types of people you would like to target.

How old are they? What do they do for work? What are they really afraid of? What excites them?

Write like they’re friends of yours and make them come alive.

Once you’ve got your fictionalised versions, you can start to validate and flesh them out through data.

Review your contact form information

Your contact form is a great source of data. 

When folks reach out with questions or feedback, the issues they’re highlighting gives you a wealth of information.

This could be you get a lot of enquiries about custom orders, telling you that one of your personas really values one of a kind offerings.

Look for overall themes and trends and use these to further develop your personas. 

Consult any feedback from sales 

Do you currently send a customer satisfaction survey for your products? If you don’t, you should!

The feedback you get from your customers can really help you identify what they love about your work and how the use your product or services.

This information can help you uncover the different values that your buyers have, which you can use to promote your work.

It can also help you understand what it was that inspired them to make a purchase.

This can help you tailor your personas to be particular kinds of shoppers like Bargain hunter, trendsetter etc. 

By understanding their motivations in their own language, you’ll be able to adapt your listings and marketing approach to speak to them in their own language.

Survey Your Followers

Surveys are one of most important and effective means of getting information to help you develop products and your business,

It's also a great opportunity to further develop your personas. 

By sending out a survey about your brand, you can gain insights about the features of your products that are likeable, why or why not people are purchasing, as well as the revelations about things that the products are missing. 

This information can tell you what’s missing from your copy, marketing or products. 

It can help you understand why particular groups of people aren’t buying and use the information to create products tailored to their needs. 

To get really valuable information, give your community an incentive to enter, like a chance to win a product or a great discount.

Then, use a free tool like Surveymonkey and ask around 10 questions about how your brand is perceived and the characteristics and purchasing traits of your customers.

Once you’ve gathered all of this information, you’ll be able to flesh out the personas you have created.

You’ll be able to identify any themes or desires that are coming from your audience and brainstorm ways you can produce items they’re really needing.

Creating products or services that are targeted to one particular persona will help you reach the thousands upon thousands of other people with similar motivations and traits.

You’ll be giving your customers what they want, in your unique way, and speaking to them in their own language.

So, before you start working on that next piece consult your data and create buyer personas.

If you’re interested in how understanding your audience motivations and values can help you grow your community and generate sales then you are going to see huge benefits from our course, Instabuzz.

Instabuzz is a complete Instagram marketing course to deliver huge growth and sales for your business.

Buyer Personas: How to use them to launch new products. If you’re an Etsy Seller, Maker, creative entrepreneur, or blogger,  you’re not going to want to miss this article. Click to read!

Buyer Personas: How to use them to launch new products. If you’re an Etsy Seller, Maker, creative entrepreneur, or blogger,  you’re not going to want to miss this article. Click to read!