In order to speak to your market, you must know who they are, how they think, where they hang out, what they talk about, and especially, what their needs are. Use these hands-on tips to help you profile your customers and communicate with them more effectively.

1. Hurdle Busters

2. Create Context
Name
Where are you from
What do you do / working on
How did you hear about Eureka

3. What’s the problem - Depends on where in business cycle you are
-Product / Service isn’t Validated
-You have no tribe
-You need more customers
-Your customers are not loyal / buying
-You are misunderstood
-You don’t feel relevant

4. Why Create The Persona
Only if you can think like, feel like,
and behave like your audience, will
you be able to communicate with
them effectively.
-MarketingBeforeFunding.com

5. 3 Steps
1) Collect Data
2) Segment Data
3) Tell the story
Create a positioning statement for each distinct customer sector.
Use a consistent format such as "for this target audience, our product provides these important benefits that our competitors cannot match."
Use the positioning statement to create compelling messages to motivate the prospect to buy. Incorporate the key elements of the positioning
statement in all your marketing communications so that prospects receive consistent messages at each point of contact with your company.

6. Layer Your Data
Other’s SURVEYING:
1) Offline Data (sometimes find online)
2) Online Data (already gathered or pulled from YOU)
YOUR Surveying
3) Verbal Data
(Open ended questions from those using a similar product / service)
4) Observed (FACT) Data
(people mean what they do, not what they say)

7. WHERE TO FIND THE ANSWERS:
MARKET FORUMS / GROUPS
(tribe understanding)
● Dedicated, Facebook, LinkedIn, Google+
● Participate & build relationships
● Answer questions (don’t sell)
● What conversations are going on?
● What words are being used?
● What emotions are expressed?
● What opinions are popular?
● What beliefs are common?
● How to they like to be contacted? (dislike?)
● Who are the influencers?
● Forums
Chris Mohritz - SlideShare - How To Create Marketing Magic

8. KEY:
People don’t always KNOW what they want
(even if they’re currently engaged)
← Malcolm Gladwell Ted Talk on
Choice, Happiness, & Spaghetti Sauce

9. 1. Take Time to Group Data
2. THEN - Time To Build
Use this HUBSPOT article to get started.
THEN: Use this template
https://goo.gl/3vK54z
(Or Find another template):
“Customer Persona Google Doc”)
Build it like a “Facebook Profile”
Remember to build personas on
1. The person who has the problem you’re solving
2. The person who makes a purchasing decision

10. https://goo.gl/3vK54z

11. Answer these:
1. Name and title. (make it as personal as possible)
2. Basics.
demographics and psychographics — age, gender, location,
family life, Financial situation, likes and dislikes, location on the
adoption curve, spending habits (especially related to your
industry).
3. Professional and personal background.
Consider information such as job history, role, leisure activities,
where are they philanthropic, what are their beliefs, religious
practices, ec.
4. Quote / Attitude
Do they already have reservations about your industry, your
product, etc.
5. Technical Background
What products are they using daily? Weekly? Monthly?
How willing are they to try something new (adoption curve)
How comfortable / resistant to change
6. Favorite Websites
7. Life goals.
Understand what these people want out of life to know
HOW to reach them, & if you can serve them 1 time, for a
year, for a lifetime, etc.
8. Want / Need Statements
--They TELL you want they want (Verbal)
--They SHOW you what they need (Actionary - Data)

12. Persona in the Lifecycle of purchasing
Read more thorough questions here.

13. Persona in the Lifecycle of purchasing
Read more thorough questions here.

14. Common Mistakes
-Making it perfect
-Basing it on ONE real customer
-Only using ONE profile
-Getting hyper-focused on unimportant details
Dive In:
http://contentmarketinginstitute.com/2012/08/4-common-persona-mistakes-to-avoid/

15. Actions: To do:
● Collect Data
● Segment (have multiple profiles for different type of people),
● Build Profile
Continue to gain understanding &
Build Your Tribe

16. CONNECT WITH ME