General
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The Observant Artisan: Advanced Buyer Persona Audit

4 Lessons Easy

About this course

In this course you will gain a deeper understanding of the Observant Artisan Buyer Persona so that you can validate your market research and better align your marketing message with them.

The Observant Artisan is a somewhat rare personality, especially among women. Preferring to keep to themselves while at the same time really enjoying the exploration of the world around them and their ability to try out new experiences, Observant Artisans are quick to accept and somewhat easy to deal with, as long as you don’t restrict their movements. While most Observant Artisans have a reputation to jump straight into new experiences, they are still very rational and rarely buy anything simply because of an emotional choice.

Nevertheless, their impulsive nature can still take over from time to time, so they are likely to try out just about anything, as long as it might help them on their “trial and error” journey.

After completing this short course you will have taken significant steps toward acquiring the required buyer empathy to improve your ability 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." The way this course will prepare you for that is outlined in the course structure below:

Course Structure

Customers Only

What Is the Observant Artisan’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.
Customers Only

What Resonates with the Observant Artisan?

  • 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.
Customers Only

How Does the Observant Artisan 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.
Customers Only

What is the Best Suited Animated Storytelling Approach for the Observant Artisan?

  • 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 Observant Artisan's Buyer Persona is what separates you from the vast majority of your competition.
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