When a company decides to “do marketing”, it usually starts with two things:
- The product.
- The ideal customer.
So far, so good.
The problem is how you look at them.
He treats the product as a work of art. He photographs it, explains it, extols it, highlights its strengths and explains how it can meet the customer’s needs.
And the customer? He freezes him.
A template. A form. A completed template such as: Laura, 35, loves yoga and shops on Amazon.
This is because the gurus say so and it is written in marketing books. And that’s fine. But it is not enough to stop at that chapter; the whole book must be read.
The mistake is to imagine their buyer persona as fixed in time, always in the same state of mind, always with the same needs, always ready to receive ‘the right message’.
It’s a pity that the right message depends on the right moment.
And usually that’s not what they’re shooting.
Spoiler alert: your buyer persona is alive. And changing.
It’s always her, alright. But today she might be looking for information, tomorrow she might be weighing up two alternatives, and the day after tomorrow she might have already bought and be thinking about whether to stay or run away.
It’s not enough to know who your customer is. You need to understand where they are in their journey.
And above all: you have to speak differently depending on the moment.
You cannot use the same message, the same tone and the same channel at every stage.
In this article, I won’t give you the usual lecture on the customer journey (you know all about it, come on).
I will explain why always using the same approach, even when talking to the ‘right buyer persona’, is a huge mistake.
And how to remedy it.
Let’s start with the basics
The idea that the buyer persona is a static concept is wrong. And I honestly don’t think it’s a mistake made out of ignorance; it’s more a matter of laziness.
Our buyer personas are not immovable, static, defined, immutable statues. And they are not simply a file saved in your CRM. What follows is not your buyer persona.ili. E non è semplicemente un file salvato nel tuo CRM. Quella che segue non è la vostra buyer persona.
When a company decides to “do marketing”, it usually starts with two things:
- The product.
- The ideal customer.
So far, so good.
The problem is how you look at them.
He treats the product as a work of art. He photographs it, explains it, extols it, highlights its strengths and explains how it can meet the customer’s needs.
And the customer? He freezes him.
A template. A form. A completed template such as: Laura, 35, loves yoga and shops on Amazon.
This is because the gurus say so and it is written in marketing books. And that’s fine. But it is not enough to stop at that chapter; the whole book must be read.
The mistake is to imagine their buyer persona as fixed in time, always in the same state of mind, always with the same needs, always ready to receive ‘the right message’.
It’s a pity that the right message depends on the right moment.
And usually that’s not what they’re shooting.
Spoiler alert: your buyer persona is alive. And changing.
It’s always her, alright. But today she might be looking for information, tomorrow she might be weighing up two alternatives, and the day after tomorrow she might have already bought and be thinking about whether to stay or run away.
It’s not enough to know who your customer is. You need to understand where they are in their journey.
And above all: you have to speak differently depending on the moment.
You cannot use the same message, the same tone and the same channel at every stage.
In this article, I won’t give you the usual lecture on the customer journey (you know all about it, come on).
I will explain why always using the same approach, even when talking to the ‘right buyer persona’, is a huge mistake.
And how to remedy it.
Let’s start with the basics
The idea that the buyer persona is a static concept is wrong. And I honestly don’t think it’s a mistake made out of ignorance; it’s more a matter of laziness.
Our buyer personas are not immovable, static, defined, immutable statues. And they are not simply a file saved in your CRM. What follows is not your buyer persona.
