Last week I shared the 7 steps of a marketing plan. One of the most important components of a marketing plan is the Customer Persona Worksheet.
The customer persona worksheet helps you keep the information about your customer in one place. Essentially it gives you a visual representation of your customer.
This is super valuable for so many reasons.
Here are just a few reasons why the Customer Persona Worksheet is beneficial:
- When you are writing copy, it helps you visualize your customer.
- It helps you understand your customer’s wants, needs, and desires.
- It helps you create offers specifically for your customers.
- It helps you find audiences to target with media buys.
- It can help you identify indirect competitors to cross-promote, joint-venture and partner.
When you are writing copy, and the customer persona sheet is in front of you, it helps you identify your prospect’s wants, needs, and desires. This helps you write compelling copy that translates into features, advantages, and benefits.
Understanding your customers allows you to create products that serve your customers and solve their problems.
Plus, understanding your customers allow you to identify new audiences to target with media buys. It could be finding new blogs and websites, authority figures in the niche, tools, software, and other complementary products that are niche related.
What Are The Key Data Points on A Customer Persona Worksheet?
A couple of weeks ago, I talked about segmenting a customer database and how to identify your ideal customer. Well, the customer persona worksheet expands on that article and provides a lot of information about your ideal prospect.
Here are some of the items included on the customer persona worksheet.
Customer Segment– most businesses have several different types of customers that purchase from them. Identifying the customer segment on the worksheet helps you stay organized.
Market Segment Identification– this is similar to the customer segment except it is the name you give the segment internally. It can be a segment of the customer segment. For instance, the Customer Segment can be Non-Fiction Authors, and the Market Segment Identification could be AuthorsX2.
Market Segment Description– This is a short paragraph that describes the Market Segment. AuthorX2 are authors who have written at least two books.
Market Segment Justification. Is simply stating why you are targeting this market segment. An example would be authors who have written two books may be a more serious career author, and who may have a higher need for an editing service or other related author services.
Demographic Data– contains Age, Gender, Married/Single, Education Level, Number of Children, Occupation and Home Value.
Geographic Data– contains information about where the market segment lives. Is there a particular country, state, city, and zip code that your customer resides?
Psychographic Data– is lifestyles, attitudes, beliefs, value systems, activities, interest, opinions. So include this on your worksheet. Political beliefs, values, activities, hobbies, interests, opinions, emotional/logical, hot buttons, likes, dislikes, magazines, blogs, podcasts, and media.
This information used to be one of the hardest to identify. Now thanks to the Internet and social media understanding the psychographic data of your customers is much easier to discover and extremely powerful for media buys and reaching customers.
Social Data – is culture, subculture, social class rank, peer group reference, and reference individuals. Here is what you can include on your worksheet. Race, culture, sub-culture, household income, peer groups, blue collar/white collar/no collar.
Behavioral– This is transactional data. An example would be people that have purchased from you. You can include the time the transaction took place, the method of response, the location of response, types of products purchased, etc. This data is normally gathered from the customer database, and I normally staple this information to the Customer Persona Worksheet as a separate piece of paper.
By gathering this data about your customer on one sheet of paper it gives you a really good understanding of who your customers are. Plus, it improves your marketing by focusing the entire campaign on your customers.
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