1
00:00:00,000 --> 00:00:01,890
in the last lecture you've got an

2
00:00:01,890 --> 00:00:03,480
overview of the first project that

3
00:00:03,480 --> 00:00:04,650
you're going to completing this course

4
00:00:04,650 --> 00:00:06,870
and that is to create a buyer persona

5
00:00:06,870 --> 00:00:09,330
and identify your unique selling

6
00:00:09,330 --> 00:00:12,330
proposition. Two fundamental things that

7
00:00:12,330 --> 00:00:14,190
you need to do if you want to

8
00:00:14,190 --> 00:00:16,470
effectively market your business so what

9
00:00:16,470 --> 00:00:18,119
we're going to do in this lecture is

10
00:00:18,119 --> 00:00:20,609
really get started on the first step and

11
00:00:20,609 --> 00:00:21,600
that you're going to learn how to

12
00:00:21,600 --> 00:00:23,279
develop a buyer persona for your

13
00:00:23,279 --> 00:00:24,210
business

14
00:00:24,210 --> 00:00:26,189
and answer this key question: who

15
00:00:26,189 --> 00:00:28,349
exactly are your customers and what

16
00:00:28,349 --> 00:00:30,900
problem are you solving for them so what

17
00:00:30,900 --> 00:00:32,189
we're going to do is run through a little

18
00:00:32,189 --> 00:00:34,469
bit of the theory then i will show you

19
00:00:34,469 --> 00:00:36,300
the buyer persona that i created for

20
00:00:36,300 --> 00:00:38,850
this course i'll show you the exact

21
00:00:38,850 --> 00:00:40,739
questions that i answered in order to

22
00:00:40,739 --> 00:00:42,540
create this and then you can use the

23
00:00:42,540 --> 00:00:44,219
template that you got in the last

24
00:00:44,219 --> 00:00:46,980
lecture to recreate this buyer persona

25
00:00:46,980 --> 00:00:48,750
for yourself

26
00:00:48,750 --> 00:00:51,690
so in terms of what is a buyer persona

27
00:00:51,690 --> 00:00:53,579
well it's a semi-fictional

28
00:00:53,579 --> 00:00:57,390
representation of your ideal customer to

29
00:00:57,390 --> 00:00:59,489
dine here you can see the buyer persona

30
00:00:59,489 --> 00:01:01,079
that i created for this course is a

31
00:01:01,079 --> 00:01:04,409
picture the name etc and this is totally

32
00:01:04,409 --> 00:01:06,360
fictional the student doesn't exist

33
00:01:06,360 --> 00:01:08,820
there is no students like this in the

34
00:01:08,820 --> 00:01:12,060
course but the key benefit for me to

35
00:01:12,060 --> 00:01:14,340
create this even before I recorded a

36
00:01:14,340 --> 00:01:17,670
single lecture was to read to humanize

37
00:01:17,670 --> 00:01:19,979
my product of my marketing and really

38
00:01:19,979 --> 00:01:21,930
make it real for me by picturing an

39
00:01:21,930 --> 00:01:24,930
actual person not made it much more

40
00:01:24,930 --> 00:01:28,350
effective and instead of you know

41
00:01:28,350 --> 00:01:30,329
focusing on target market or something

42
00:01:30,329 --> 00:01:32,130
like that it's very hard to actually

43
00:01:32,130 --> 00:01:35,579
think about okay how can I help meet

44
00:01:35,579 --> 00:01:36,990
their needs if you're thinking in terms

45
00:01:36,990 --> 00:01:39,329
the target Marcus to read the buyer

46
00:01:39,329 --> 00:01:41,670
persona is just an exercise to be human

47
00:01:41,670 --> 00:01:44,670
eyes things to make it real for you and

48
00:01:44,670 --> 00:01:47,189
as a result then you can make better

49
00:01:47,189 --> 00:01:49,439
products and have stronger and more cost

50
00:01:49,439 --> 00:01:51,270
effective marketing because you've got

51
00:01:51,270 --> 00:01:53,460
more tailored message you're minimizing

52
00:01:53,460 --> 00:01:55,920
all that waste instead of targeting lots

53
00:01:55,920 --> 00:01:57,990
of different people and you can really

54
00:01:57,990 --> 00:02:01,590
discover what objections are holding

55
00:02:01,590 --> 00:02:04,170
customers by quincy really focus in so

56
00:02:04,170 --> 00:02:07,140
it's an exercise and really focus and

57
00:02:07,140 --> 00:02:09,840
when you put the name to your customers

58
00:02:09,840 --> 00:02:11,670
it really just makes it the whole

59
00:02:11,670 --> 00:02:14,310
process a lot easier for you

60
00:02:14,310 --> 00:02:16,769
so in terms of you know are there any

61
00:02:16,769 --> 00:02:18,660
tricks in terms of developing a buyer

62
00:02:18,660 --> 00:02:20,340
persona how did I come up with this

63
00:02:20,340 --> 00:02:21,900
buyer percent that I made for this

64
00:02:21,900 --> 00:02:24,390
course will really was very simple i

65
00:02:24,390 --> 00:02:26,519
just looked in the mirror you know if

66
00:02:26,519 --> 00:02:28,620
you have an idea for a business and app

67
00:02:28,620 --> 00:02:32,010
course whatever it is serviced more than

68
00:02:32,010 --> 00:02:33,870
likely it came from the frustrating

69
00:02:33,870 --> 00:02:36,510
experience that you had a problem that

70
00:02:36,510 --> 00:02:39,810
you needed fixing or a solution that

71
00:02:39,810 --> 00:02:41,760
didn't get the results that you wanted

72
00:02:41,760 --> 00:02:44,790
or was just too hard to implement there

73
00:02:44,790 --> 00:02:46,860
could be a solution I'd there but it's

74
00:02:46,860 --> 00:02:49,170
just too hard to do you may have also

75
00:02:49,170 --> 00:02:51,360
observed the pain points of someone that

76
00:02:51,360 --> 00:02:53,549
you close contact with it's probably

77
00:02:53,549 --> 00:02:56,069
unlikely your buyer personas and someone

78
00:02:56,069 --> 00:02:58,739
you've never ever met before because how

79
00:02:58,739 --> 00:03:00,780
could you intimately understand what is

80
00:03:00,780 --> 00:03:03,660
opposing back from achieving their goals

81
00:03:03,660 --> 00:03:06,540
so this is really the easiest way to

82
00:03:06,540 --> 00:03:08,700
develop a buyer persona if you are

83
00:03:08,700 --> 00:03:10,319
scratching your own inch and creating a

84
00:03:10,319 --> 00:03:11,280
solution

85
00:03:11,280 --> 00:03:13,379
more than likely the buyer persona is

86
00:03:13,379 --> 00:03:16,079
and yourself

87
00:03:16,079 --> 00:03:17,819
now I know that might not be a solution

88
00:03:17,819 --> 00:03:19,319
for everybody so in the next lecture

89
00:03:19,319 --> 00:03:21,720
look at eight more ways to gather buyer

90
00:03:21,720 --> 00:03:24,180
percent of data just to keep it simple

91
00:03:24,180 --> 00:03:25,769
for the moment and just so we get

92
00:03:25,769 --> 00:03:27,900
through all the concepts let's just

93
00:03:27,900 --> 00:03:29,549
stick to that in terms of being the way

94
00:03:29,549 --> 00:03:32,760
that you develop a buyer persona now

95
00:03:32,760 --> 00:03:34,980
let's look at how you actually answer

96
00:03:34,980 --> 00:03:38,370
the questions and in terms of you know

97
00:03:38,370 --> 00:03:40,500
example that i shared with you

98
00:03:40,500 --> 00:03:42,480
what are they trying to achieve this is

99
00:03:42,480 --> 00:03:43,739
the first question that you're going to

100
00:03:43,739 --> 00:03:46,410
get so you know this is the key thing

101
00:03:46,410 --> 00:03:48,269
that you need to understand for me I

102
00:03:48,269 --> 00:03:50,880
understood that my buyer persona want to

103
00:03:50,880 --> 00:03:52,500
launch a marketing your business online

104
00:03:52,500 --> 00:03:56,310
from scratch i gave my name John and age

105
00:03:56,310 --> 00:04:01,200
29 and mail a key from the US is working

106
00:04:01,200 --> 00:04:03,780
full x is kind of a side project for him

107
00:04:03,780 --> 00:04:08,459
to sound that mean for the moment I just

108
00:04:08,459 --> 00:04:10,680
imagined he was married and he didn't

109
00:04:10,680 --> 00:04:12,840
have any children and the specific

110
00:04:12,840 --> 00:04:14,669
problem that he had is that he was

111
00:04:14,669 --> 00:04:16,079
overwhelmed didn't know where to get

112
00:04:16,079 --> 00:04:18,900
started and needs a step-by-step

113
00:04:18,900 --> 00:04:21,180
guidance kept from 0 to his first

114
00:04:21,180 --> 00:04:22,170
customers

115
00:04:22,170 --> 00:04:25,980
so and this is essentially the problem

116
00:04:25,980 --> 00:04:28,740
that I had maybe two years ago this is

117
00:04:28,740 --> 00:04:31,410
exactly what I want to do I didn't find

118
00:04:31,410 --> 00:04:33,270
the solutions that they're very

119
00:04:33,270 --> 00:04:35,100
overwhelming the online marketing world

120
00:04:35,100 --> 00:04:37,770
nobody really guiding from start to

121
00:04:37,770 --> 00:04:40,380
finish and not is really want to create

122
00:04:40,380 --> 00:04:42,570
this course to solve my own problem

123
00:04:42,570 --> 00:04:44,670
not that I have now because I had you

124
00:04:44,670 --> 00:04:46,920
know maybe two years ago so some of the

125
00:04:46,920 --> 00:04:49,080
places that I imagine that my buyer

126
00:04:49,080 --> 00:04:51,180
persona will be looking to solve this

127
00:04:51,180 --> 00:04:53,310
problem but obviously beyond you to me

128
00:04:53,310 --> 00:04:55,650
if I'm creating and course you look at

129
00:04:55,650 --> 00:04:57,990
the marketplaces where your products

130
00:04:57,990 --> 00:05:00,480
being sold so I thought definitely

131
00:05:00,480 --> 00:05:02,370
youtube.com a lot of the students for

132
00:05:02,370 --> 00:05:04,200
this course are just going to come from

133
00:05:04,200 --> 00:05:06,180
you mean you've already bought at other

134
00:05:06,180 --> 00:05:08,400
courses much easier to sell to people

135
00:05:08,400 --> 00:05:10,500
that way than someone who's never boring

136
00:05:10,500 --> 00:05:13,200
polish course for obviously youtube is

137
00:05:13,200 --> 00:05:14,580
kind of a lot of video tutorials their

138
00:05:14,580 --> 00:05:18,870
google on the see such a big place and

139
00:05:18,870 --> 00:05:21,540
some competitive blogs as well so what I

140
00:05:21,540 --> 00:05:23,640
would recommend you do is go ahead and

141
00:05:23,640 --> 00:05:27,420
fill these out for yourself even if

142
00:05:27,420 --> 00:05:28,830
you're not you know if you're working

143
00:05:28,830 --> 00:05:30,840
for a company you're developing the park

144
00:05:30,840 --> 00:05:33,120
somewhere behind somebody else you

145
00:05:33,120 --> 00:05:34,710
should have a clear idea that what they

146
00:05:34,710 --> 00:05:36,840
are trying to achieve and really who

147
00:05:36,840 --> 00:05:39,360
they are now some common questions I get

148
00:05:39,360 --> 00:05:41,040
is ok we have a number of different

149
00:05:41,040 --> 00:05:44,250
types of customers so creating one buyer

150
00:05:44,250 --> 00:05:47,310
persona is realistic what I would say is

151
00:05:47,310 --> 00:05:49,440
look I know there's a lot of people in

152
00:05:49,440 --> 00:05:50,760
this course you don't fit this

153
00:05:50,760 --> 00:05:53,370
description but to start things off to

154
00:05:53,370 --> 00:05:55,530
keep it simple from the start i just

155
00:05:55,530 --> 00:05:57,810
created one and i tried to pin it ain't

156
00:05:57,810 --> 00:05:59,400
the one person that i think would really

157
00:05:59,400 --> 00:06:03,810
get benefit of every single at section

158
00:06:03,810 --> 00:06:06,300
of this course so if you have a product

159
00:06:06,300 --> 00:06:08,040
or service you might have a lot of

160
00:06:08,040 --> 00:06:09,660
different features they might be helpful

161
00:06:09,660 --> 00:06:11,790
for everybody so i would just picked

162
00:06:11,790 --> 00:06:15,510
that one person was reading the best you

163
00:06:15,510 --> 00:06:16,800
know who get benefit out of everything

164
00:06:16,800 --> 00:06:19,050
now as well about what some people say

165
00:06:19,050 --> 00:06:20,700
well on cue buyer personas because I

166
00:06:20,700 --> 00:06:25,260
kind of and you know I my cell to a b2b

167
00:06:25,260 --> 00:06:27,150
company and they use it to sell to their

168
00:06:27,150 --> 00:06:28,920
customers are really you should be

169
00:06:28,920 --> 00:06:30,990
looking at you know what it was

170
00:06:30,990 --> 00:06:32,610
they're occupying your solutions they

171
00:06:32,610 --> 00:06:33,780
have a problem

172
00:06:33,780 --> 00:06:35,190
and so if they're going to be the

173
00:06:35,190 --> 00:06:37,410
decision maker about whether to take on

174
00:06:37,410 --> 00:06:39,570
your product or off then you should

175
00:06:39,570 --> 00:06:41,460
really put them as the buyer persona

176
00:06:41,460 --> 00:06:43,139
they're the ones handing over the money

177
00:06:43,139 --> 00:06:45,540
making the decision not their customers

178
00:06:45,540 --> 00:06:48,690
so really should stick to and that as

179
00:06:48,690 --> 00:06:49,590
well

180
00:06:49,590 --> 00:06:52,260
ok so I'm going to rewrap it up there

181
00:06:52,260 --> 00:06:54,660
what we've done in this lecture just to

182
00:06:54,660 --> 00:06:56,760
recap is you've understood really what

183
00:06:56,760 --> 00:06:58,590
the buyer personas it's a semi-fictional

184
00:06:58,590 --> 00:07:01,380
character the benefit of it is that

185
00:07:01,380 --> 00:07:03,210
really humanizes your marketing you can

186
00:07:03,210 --> 00:07:05,190
picture an actual person water

187
00:07:05,190 --> 00:07:07,050
struggling with that makes it a lot

188
00:07:07,050 --> 00:07:09,630
easier to effectively market your

189
00:07:09,630 --> 00:07:11,310
business because you're talking to those

190
00:07:11,310 --> 00:07:13,740
pain points that they have an even if

191
00:07:13,740 --> 00:07:15,990
you have a major product just that you

192
00:07:15,990 --> 00:07:17,610
can really build a product that meets

193
00:07:17,610 --> 00:07:21,000
their needs perfectly terms of coming up

194
00:07:21,000 --> 00:07:22,650
with your barn percent looking in the

195
00:07:22,650 --> 00:07:26,669
mirror is a very easy one on also just

196
00:07:26,669 --> 00:07:28,800
entering these key questions as well

197
00:07:28,800 --> 00:07:31,229
that late in the template is a great way

198
00:07:31,229 --> 00:07:33,660
to go about it as well if you still like

199
00:07:33,660 --> 00:07:35,250
feel like you need a little bit more

200
00:07:35,250 --> 00:07:37,080
than worried because in the next lecture

201
00:07:37,080 --> 00:07:39,210
we'll give you a more ways to gather

202
00:07:39,210 --> 00:07:43,290
fire persona data but if you're okay for

203
00:07:43,290 --> 00:07:46,050
now go ahead Phil this side and then you

204
00:07:46,050 --> 00:07:47,729
can even improve upon an option next

205
00:07:47,729 --> 00:07:55,250
lecture so I'll see in the next section