There‘s been a lot of talk and ideas here today — let’s wrap up this party with a list of rapid-fire best practices for your profiling process.
Get specific.
It’s the most obvious best practice, but it needs to be said: your profile should be as specific as possible. This is essentially a character that represents your audience, and you need to know them as well as you know a character in a book or television show.
Be specific and add as much dimension and humanization to them as possible. Refer to them by name (Maria, Andy, Natalie, etc.) in your marketing and sales meetings.
Spotlight the causes they care about.
Statistic: 82% of shoppers say that they prefer to shop from a company with values that align with their own.
In order to show your audience that you australia telegram data have aligning interests, you need to know which causes they care about.
Athletic Andy cares about the environment, and Marketing Maria cares about community. If your brand shares those values, then displaying that in your campaign is incredibly powerful.
Here’s an example of a campaign that I fell head over heels for as a consumer: Nuud deodorant. They have a lot of gold stars when it comes to company ethics, and I saw their ads for months before trying the product. I finally saw it described as “guilt-free deodorant,” and I was hooked.
It‘s a weird transition from traditional deodorant to a concentrated paste, but they’ve won over their customers by understanding the ethics that we care about (one that you should totally try; you’ll never go back).
Articulate the positive and negative.
Most of the attributes given to our example profiles above were positive, but your campaign needs to find some negativity as well.
As an example, let‘s look back to Athletic Andy. He’s a conscious consumer who cares about the environment, which is positive — but I also know for a fact that Andy hates greenwashing.
Greenwashing is a type of misleading marketing where companies try to portray themselves as being more environmentally friendly than they really are. In a targeted campaign, you could speak to this negative emotion that Andy has by explicitly saying, “No greenwashing here — look for yourself.”
Drill down to the underlying fear.
Donald Miller, founder of StoryBrand, has said on his podcasts that fear in marketing is a lot like salt in baking — it shouldn’t be the predominant flavor, but every recipe should have a little.
In order to speak to your the owner of the company determines audience‘s fears, you need to understand them. If I look at Nervous Natalie, I know that she’s afraid of being inexperienced. As a reaction to this, she’s researching heavily to feel empowered and prepared.
One of Nervous Natalie‘s biggest concerns is finding the best way to walk her Camino de Santiago. Rather than telling her what time of the year I think is best, I’ve gathered the data to empower her to make a decision for herself.
I chose the metrics that are phone number thailand most important (precipration, temperature, number of pilgrims, and daylight hours). I then organized them in a guide called the Best Time To Walk The Portuguese Camino? [Data + Tips].
I could’ve just told Nervous Natali e that I think spring is the ideal time to walk, but then she wouldn’t have empowered her to feel like she can overcome her fears.