Section One: About Your Company's Mission & Vision 1. What is your Mission Statement? * 2. What is your Vision Statement? (your long-term goal…) Section Two: About Your Company's Objectives 3a. Have you developed any objectives yet? Choose one for this persona. Your business objectives will help us help you to prioritize your audiences. So, instead of developing all your audiences at once, it leads us to the most important person to capture right now. 3b. If you have marketing objectives, please list them here. Section Three: Understanding Your Customers Your Key Persona: What is his/her/their name? What is your Key Persona's gender indentity? How old is your Key Persona? What is your Key Persona's marital statues? Does your Key Persona have children? If your Key Persona has children, how many children and how old are they? Where does your Key Persona live? What is your Key Persona's industry? What is your Key Persona's role within his/her/their industry? What is your Key Persona's annual income? What other demographic information can you provide about your Key Persona? i.e. Religion, Cultural Values, Ethnicity, Racial Background, etc. (While not mandatory information, the more you know the easier it is to target that person.) Section Four: More About Your Key Persona
Now that we know some basics about your Key Persona, can we zero in on some of his/her/their sources of information?
What is your Key Persona's favorite book right now? What is your Key Persona's favorite magazine? Who (if anyone) does your Key Persona follow online? What professional organizations does your Key Persona belong to? Who is your Key Persona's role model? What else should we consider about your Key Persona? Section Five: Your Key Persona and the Future
In this section, let us get inside of your Key Persona’s head. What motivates him/her/them? Also, what discourages your Key Persona?
What is your Key Persona's goal? So, what motivates your Key Persona to go to work every day? Does your Key Persona love work (aka is a workaholic)? Or does your Key Persona go to work to provide stability for his/her/their family? Perhaps your Key Persona goes to his/her/their traditional job to save up some money to retire early and perpetually travel the world. What do you think your Key Persona’s goal is? Section Six: Your Key Persona at Work What challenges does your Key Persona face at work? What types of things could possibly interfere with your Key Persona becoming your next big client? For instance, does your Key Persona’s industry have positional changes frequently, which may hinder a sales process? How difficult is it to close a sale with your Key Persona? Are contract negotiations time-consuming? What about industry budgets? Are their manufacturing constraints, because of the COVID-19 Crisis? Whatever you think might get your Key Persona’s way, list it here. What are some of the pain points that your Key Persona face at work? Section Seven: Your Key Persona and the Sale
In this final section, let us discover how your Key Persona might react during a sales process.
There are usually three reasons why someone might object to a sale: time, money, and/or authority.
Which of these would be the reason your Key Persona's would object to a sale? In terms of the sales process, where does your Key Persona fit in, and who else in his/her/their network will you need to connect with to create a successful and efficient transaction?
Phew, that was a lot of information! You got it all on paper, and you now know a lot more about your Key Persona. Great Job!
Can you almost see this person now? All of the answers you gave today, will help to inform your future marketing tactical choices. (Like do I need to invest in a Facebook page? Well, if your Key Persona is hanging out on Facebook, you may want to explore that space further.)
At this point, you may use this information as is, or go one step further and create a profile for your Key Persona.
A profile is just like it sounds; it is a mock-up biography of your Key Persona. If you choose to create this document, you will keep it with your marketing documents, and you would also circulate it to your sales team.
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