Your buyer persona should be less about demographics and more about pain points.
The very first time I created a buyer persona — like many newbie marketers and business owners — I took the conventional route of mapping out and focusing on demographic information like age, gender, location, occupation, marital status etc.
I barely spent any time focusing on what her biggest challenges were—which was the most important piece of the puzzle.
What are your prospects’ fears?
What challenges are they grappling with in their business?
What’s keeping them up at night?
What may make them hesitant to work with you?
Where are they spending their time online?
The answers to these questions will give you a wealth of information and material that you can use in your marketing to attract these prospects, engage them, and eventually convert them into paying clients.
You have a responsibility to be gracious with yourself and grow at your own pace.
It’s easy to compare ourselves to everyone else and the progress they seem to be making in public spaces. But your journey is yours alone. Your circumstances are yours and yours alone. So resist the urge to compare and beat yourself up for the things you have not yet done.
This year was a roller coaster for me. My Dad was diagnosed with cancer — which meant I had to press pause on a lot of things I had planned. And every few weeks I have to remind myself that this year wasn’t an ordinary year so it’s okay that I didn’t accomplish the things I had on my list at the start.
It often feels like a constant game of catch-up but as my coach Ari is always telling me — I am exactly where I’m supposed to be.
And the same holds true for you. You are exactly where you’re supposed to be. So trust the process and give yourself grace.
1 Voice note
This week’s voice note is an excerpt from a famous Theodore Roosevelt speech — “Citizenship in a Republic.” Click below to listen.