Hi there friend,
Archery was my favorite summer camp activity, hands down. An interest fueled by my nerdy obsession with Legolas from The Lord of the Rings and Katniss from The Hunger Games. I was never very
good–there were times I could hardly pull the bowstring–but there’s nothing quite like releasing an arrow and seeing it strike the target.
So, when I read the following quote in The Bullseye Principle, it struck a chord: “When the archer misses the mark, failure to hit the bullseye is never the fault of the
target.”
Achieving a bullseye in archery parallels pinpointing your target audience in marketing. Just as an archer meticulously aims for the center of the target, accounting for things like wind and distance, you need to identify your target audience with precision, taking the time to know and understand their demographics, behaviors, and
preferences.
So how can you better understand your customers and write more engaging content for them? The answer lies in buyer personas.
Taking Aim with Buyer Personas 🎯
A buyer persona is a fictional person that represents your ideal customer or a segment of your audience. Their interests, challenges, and problems mirror those of your target audience.
With a persona, you gain a deeper understanding of what motivates your audience. This insight allows you to create more engaging content that addresses their problems and aligns with their interests, ultimately creating stronger connections and results.
We all want to think our products or services are great for
anyone, but the reality is you have an ideal customer (your target audience) who sees more value in what you have to offer. Take IKEA as an example. (Another obsession of mine–my house is essentially an IKEA showroom. 😂)
Their buyer persona includes individuals or families looking to furnish their homes stylishly yet affordably. They’re not targeting families living
in 5,000 square foot homes making half a million dollars a year. Knowing their buyer persona allows IKEA to tailor their marketing efforts effectively.
