Step 3: Create customer profile.
If you had an imaginary friend as a kid, this exercise will be right up your alley. To best understand your ideal customers, create one.
Let’s use customer A to create a customer persona. Meet Ted. Ted just moved to Seattle with his wife Maria and two young children. They are excited to explore their new region and feel that camping is a great way to do it. They have both camped before, but always in old, yucky, college-era tents, and they want something better for their young family. This is a big investment for them, so they need to make sure the tent they get is quality and going to last. He and Maria ask friends and family for recommendations and then scour the (almost entire) Internet for reviews and ratings. Since they will likely order online, a mega-awesome website with loads of photos, details, reviews, and online assistance chat is essential.
If you really want to get to know Ted like a bro, include details like his favorite websites, books, movies, music, food, beverage, restaurant, grocery store, place for clothes, brands, vacation spot, ways to relax. You can also fill it out with info about his siblings, BFFs, worries, dreams, and top values.
Now, draw a photo of Ted and post on your wall. (It may feel creepy, but it’s not. Seriously.) If you draw like your two-year-old nephew, find a stock photo or photo in a magazine. Creating a visual of this ideal customer profile is very important.
Onward and upward
Now that you know Ted, you can more easily speak to him (and other prospects and customers like him) using a messaging platform that resonates with him through media outlets he prefers. You can also see where Ted is on the customer lifecycle continuum in our related article.