Page 4 - Demo

To establish connection in the virtual world, businesses must achieve several feats:
➢ Do something to break through the noise, something that gets attention so they have a chance of being heard and seen.
➢ Engage with prospects in relevant and meaningful ways.
➢ Appeal to them emotionally.
➢ Make them feel valued.
➢ Not “sell” but “help” customers buy products and services and/or get the
most out of them.
Finding a new way to reach prospects
Buyer personas are an approach businesses can use to get to know their customers - even when we can’t know them in person. They help cut through the noise by providing an identity customers can recognise. Buyers should be able to see themselves in the personas you create. It is a way of making them feel understood and valued, letting them know that you have their interests at heart.
Recognising themselves in your buyer personas makes it meaningful and relevant to prospects. If you can do this successfully, they will listen, engage with you, connect with you, share your content, recommend your products and services - and (most importantly) buy from you.
More than anything, the process of developing buyer personas will reveal customers pain points, wants and needs. This helps ensure your products and services address those pain points, meet their needs and ease their professional headaches. Use scenarios and storytelling to demonstrate a solution, which your products and services provide. However, be sure to do this in a direct but understated way. You don’t want to turn them off or over promise.
Above all, your personas and stories need to be authentic and believable.
So, what exactly is a buyer persona?
A buyer persona is a realistic but fictional representation of your ideal or typical customer.
How to develop buyer personas:
Firstly, think about the markets you sell to. Segment them if appropriate. For example, in my case, the markets I sell to are:
➢ SME (small to medium) technology companies
➢ Large technology companies (through their marketing departments) ➢ Small, local businesses
➢ SME business owners
©Alison Campbell 2017 4