in the last lecture you've got an
overview of the first project that
you're going to completing this course
and that is to create a buyer persona
and identify your unique selling
proposition. Two fundamental things that
you need to do if you want to
effectively market your business so what
we're going to do in this lecture is
really get started on the first step and
that you're going to learn how to
develop a buyer persona for your
business
and answer this key question: who
exactly are your customers and what
problem are you solving for them so what
we're going to do is run through a little
bit of the theory then i will show you
the buyer persona that i created for
this course i'll show you the exact
questions that i answered in order to
create this and then you can use the
template that you got in the last
lecture to recreate this buyer persona
for yourself
so in terms of what is a buyer persona
well it's a semi-fictional
representation of your ideal customer to
dine here you can see the buyer persona
that i created for this course is a
picture the name etc and this is totally
fictional the student doesn't exist
there is no students like this in the
course but the key benefit for me to
create this even before I recorded a
single lecture was to read to humanize
my product of my marketing and really
make it real for me by picturing an
actual person not made it much more
effective and instead of you know
focusing on target market or something
like that it's very hard to actually
think about okay how can I help meet
their needs if you're thinking in terms
the target Marcus to read the buyer
persona is just an exercise to be human
eyes things to make it real for you and
as a result then you can make better
products and have stronger and more cost
effective marketing because you've got
more tailored message you're minimizing
all that waste instead of targeting lots
of different people and you can really
discover what objections are holding
customers by quincy really focus in so
it's an exercise and really focus and
when you put the name to your customers
it really just makes it the whole
process a lot easier for you
so in terms of you know are there any
tricks in terms of developing a buyer
persona how did I come up with this
buyer percent that I made for this
course will really was very simple i
just looked in the mirror you know if
you have an idea for a business and app
course whatever it is serviced more than
likely it came from the frustrating
experience that you had a problem that
you needed fixing or a solution that
didn't get the results that you wanted
or was just too hard to implement there
could be a solution I'd there but it's
just too hard to do you may have also
observed the pain points of someone that
you close contact with it's probably
unlikely your buyer personas and someone
you've never ever met before because how
could you intimately understand what is
opposing back from achieving their goals
so this is really the easiest way to
develop a buyer persona if you are
scratching your own inch and creating a
solution
more than likely the buyer persona is
and yourself
now I know that might not be a solution
for everybody so in the next lecture
look at eight more ways to gather buyer
percent of data just to keep it simple
for the moment and just so we get
through all the concepts let's just
stick to that in terms of being the way
that you develop a buyer persona now
let's look at how you actually answer
the questions and in terms of you know
example that i shared with you
what are they trying to achieve this is
the first question that you're going to
get so you know this is the key thing
that you need to understand for me I
understood that my buyer persona want to
launch a marketing your business online
from scratch i gave my name John and age
29 and mail a key from the US is working
full x is kind of a side project for him
to sound that mean for the moment I just
imagined he was married and he didn't
have any children and the specific
problem that he had is that he was
overwhelmed didn't know where to get
started and needs a step-by-step
guidance kept from 0 to his first
customers
so and this is essentially the problem
that I had maybe two years ago this is
exactly what I want to do I didn't find
the solutions that they're very
overwhelming the online marketing world
nobody really guiding from start to
finish and not is really want to create
this course to solve my own problem
not that I have now because I had you
know maybe two years ago so some of the
places that I imagine that my buyer
persona will be looking to solve this
problem but obviously beyond you to me
if I'm creating and course you look at
the marketplaces where your products
being sold so I thought definitely
youtube.com a lot of the students for
this course are just going to come from
you mean you've already bought at other
courses much easier to sell to people
that way than someone who's never boring
polish course for obviously youtube is
kind of a lot of video tutorials their
google on the see such a big place and
some competitive blogs as well so what I
would recommend you do is go ahead and
fill these out for yourself even if
you're not you know if you're working
for a company you're developing the park
somewhere behind somebody else you
should have a clear idea that what they
are trying to achieve and really who
they are now some common questions I get
is ok we have a number of different
types of customers so creating one buyer
persona is realistic what I would say is
look I know there's a lot of people in
this course you don't fit this
description but to start things off to
keep it simple from the start i just
created one and i tried to pin it ain't
the one person that i think would really
get benefit of every single at section
of this course so if you have a product
or service you might have a lot of
different features they might be helpful
for everybody so i would just picked
that one person was reading the best you
know who get benefit out of everything
now as well about what some people say
well on cue buyer personas because I
kind of and you know I my cell to a b2b
company and they use it to sell to their
customers are really you should be
looking at you know what it was
they're occupying your solutions they
have a problem
and so if they're going to be the
decision maker about whether to take on
your product or off then you should
really put them as the buyer persona
they're the ones handing over the money
making the decision not their customers
so really should stick to and that as
well
ok so I'm going to rewrap it up there
what we've done in this lecture just to
recap is you've understood really what
the buyer personas it's a semi-fictional
character the benefit of it is that
really humanizes your marketing you can
picture an actual person water
struggling with that makes it a lot
easier to effectively market your
business because you're talking to those
pain points that they have an even if
you have a major product just that you
can really build a product that meets
their needs perfectly terms of coming up
with your barn percent looking in the
mirror is a very easy one on also just
entering these key questions as well
that late in the template is a great way
to go about it as well if you still like
feel like you need a little bit more
than worried because in the next lecture
we'll give you a more ways to gather
fire persona data but if you're okay for
now go ahead Phil this side and then you
can even improve upon an option next
lecture so I'll see in the next section