Have you ever wondered why we listen to some people and not others?
One of the key reasons is because we typically listen to people we like and trust.
The same is true for companies. The more authentic the message, the more likely we are to pay attention to it.
When you want to REALLY connect with your customer, you have to speak in a way that will inspire trust. You have to speak in your customer’s voice.
It’s harder than it sounds, which is why in this week’s show I’m giving 1 free template and 1 free tool to help you understand your customer better.
This is an episode you won’t want to miss!
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Okay, so now it’s YOUR turn. I want you to tell me how your business will benefit by developing a buyer persona.
VIDEO SCRIPT
Why You Need to Speak in your Customer’s Voice
Ok so here’s the thing, marketing (and especially content marketing) is all about making connections. Building that one-to-one relationship with your customer so that they feel appreciated and valued.
Right?
But how exactly do you do that? How can you get inside their mind? Know what words they use? How they think?
What can you say to your customers that will immediately make them pay attention to you, like you, trust you and want to buy from you?
Here’s what you need to do: You need to speak in your customer’s voice to build trust.
I’ll tell you a secret: it’s not what you say, it’s HOW you say it.
Let’s take an example.
Supposing you sell yoga fitness plans and you want to attract young women to get fit. Which headline do you think would be more effective in attracting your target market:
- How to get fit with yoga
- 10 yoga exercises to help you get in shape
The problem with both these headlines is that they lack audience clarity.
They don’t tell the reader:
– Who the audience for this is
– What benefit will they get
– Why this yoga program and not others
So to overcome this problem we need to create an audience profile. Also called a buyer persona or customer avatar.
How to Create a Buyer Persona
A buyer persona is a detailed and very specific document that paints an accurate picture of your Ideal Client or Customer.
Included in the Buyer Persona is your Customer’s:
Picture + name
Demographic traits: family size, income, country, neighborhood etc
Character traits: motivations, fears, drivers, etc
What do they look for in your product?
Where in the buying cycle are they:
Aware of an opportunity
Look for alternatives
Compare solutions
Make decision
Implement solutions
Once you know this stuff about your future customer, then you can begin to speak in their voice.
In our yoga example perhaps you’ve discovered that most young women looking for yoga training are moms who’ve just given birth and are looking to get back into shape.
That would dramatically change your language and how you speak to them.
New headlines:
- 6 yoga exercises to drop post-partum tummy flab
- Is yoga safe after a c-section?
- 3 yoga crunches you can do with your baby
- Yoga for moms: get back into shape in just 2 weeks after delivery
Tweet: “Audience clarity helps you speak in your customers’ voice”
Free Downloads & Resources
1. DOWNLOAD my free buyer persona template that I’ve used in the past with freelancing clients!
2. For more advanced users, I would recommend signing up to a software program to help you create a buyer persona. Again, it’s completely free and you can fill out all the field and create multiple buyer personas. Go here to start: http://app.cintell.net
[…] name. I know who I’m talking to because I have a specific person in mind [Watch the episode on how to develop a buyer persona]. When I’m on camera, I’m imagining you nodding along, smiling, soaking up what I’m saying. […]