In this course you will gain a deeper understanding of the 16 primary Buyer Personas so that you can validate your market research and better align your marketing message with them.
After completing this course you will have the buyer empathy framework to convert your target audience into buyers, your buyers into repeat buyers, and your repeat buyers into brand ambassadors.
Empathy, as defined by Roman Krznaric (who is a founding faculty member of The School of Life in London, England), is "the art of stepping imaginatively into the shoes of another person, understanding their feelings and perspectives, and using that understanding to guide your actions."
Each Buyer Persona module of this course will follow the lesson structure below:
Lesson 1: What Is the Buyer Persona's Mindset?
What are they trying to achieve and why? Knowing how they frame the world around them will help you strike the appropriate tone when you communicate with them. What are their problems & pain points and how do they overcome them? They won't care how much you know until they know how much you care. What would prevent them from making a buying decision? This is a case of what you don't know can actually hurt you; you must understand this point if you ever hope to win them over as a customer or client.
Lesson 2: What Resonates with the Buyer Persona?
How can you improve their average day? The value they receive from you is measured in the distance between their undesirable before-state and a desirable after-state that your product or service must provide; your marketing message should clearly communicate this. How much persuasion do they need before making a buying decision? Knowing whether they are more or less inclined to be skeptical (doubt based on insufficient evidence) or cynical (doubt despite sufficient evidence) will be vital in crafting an effective marketing message that translates into increased sales.
Lesson 3: How Does the Buyer Persona Behave Throughout the Buyer’s Journey?
The Awareness Stage: Recognizing how they uniquely move from being problem-aware to becoming solution-aware will greatly shape your messaging at the top of your marketing funnel.
The Consideration Stage: Knowing how they, in particular, synthesize information throughout the middle of your marketing funnel is essential in moving them off the fence and onto making a buying decision.
The Decision Stage: Understanding the distinctive way they go about choosing your one product or service that meets their needs is vital so that you don't squander all of your efforts that ultimately led them to your checkout cart or desired conversion at the bottom of your marketing funnel.
Lesson 4: What is the Best Suited Animated Storytelling Approach for the Buyer Persona?
How does your animated video's look & feel align with your overall marketing strategy? Your product or service should be the primary factor in choosing your animated video's storytelling approach but understanding how to align it with the Buyer Persona is what separates you from the vast majority of your competition.