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You are here: Home / Copywriting Articles / How to build buyer personas: ask the right questions

How to build buyer personas: ask the right questions

9 May 2016

How to build buyer personas: ask the right questions

Before embarking on a content marketing strategy, you first have to understand your buyer personas. Crafting buyer personas will help you in copywriting or curating meaningful and relevant content that will strike a chord with your customers.

Piecing together a complete picture of your buyer personas takes time and effort. To get the information required, you can tap on these sources:

  • Market research
  • Surveys
  • Interviews
  • Social media
  • Search analytics
  • Observations

Using the raw data from these sources, you can begin to build a comprehensive profile of your buyer personas.

Here’s a list of questions that can help you to get a deeper insight into your buyer personas.

Demographics

1. Gender

Is your persona a man or woman? Men and women value different things. How they shop, what they look for, what they ask, what drives them, what they are concerned with and how they make decisions are totally different.

2. Age

How old is your persona?

3. Generation

Is your persona a baby boomer, a Gen X, a Gen Y or a millennial?

4. Education

What level of education has your persona achieved? Did he finish high school or university? Did he study locally or abroad?

5. Marital status

Is your persona single, married, divorced or widowed?

6. Family lifecycle

Is your persona a teenager, a newlywed, just beginning to start a family, has several children, or is an empty-nester?

7. Size of household

How large is your persona’s household?

8. Location

Is your persona an urban dweller or living in suburbia? Does he live in landed property or a high-rise unit?

9. Income

Which income bracket does your persona fall in?

10. Social class

Is your persona affluent or middle class? Or does he fall at the poverty level?

Psychographics

11. Activities and interests

What hobbies does your persona engage in? What are her personal interests and what does she do in her free time? Does she like any particular type of sports, music or movies? Is she interested in fashion, technology or the arts?

12. Values

Does your persona value love, health, fun, comfort, happiness, success, adventure, security, family, honesty, loyalty or relationships?

13. Causes

Does your persona champion causes such as conservation, education, human rights or the environment?

14. Life stage

Is your persona job hunting, climbing up the career ladder, starting a family, part of the sandwiched generation or at the peak of his career?

15. Lifestyle

What lifestyle choices does your persona make? Is she religious, health-conscious, active, organic, high-tech or artsy?

16. Goals

What drives your persona? Does he prefer experiences, ideals, material objects or self-expression?

17. Personality

Is your persona a conformist, a leader, a trail-blazer, an achiever, a wanna-be, a materialistic person, a nurturer or a social climber? Is he laid-back or driven?

18. Attitude and opinions

What would be your persona’s attitude towards your product or service?

19. Networks

Does your persona belong to any associations, clubs or groups? Who does she mix with?

Work details

20. Career

What kind of job does your persona have? Is he a blue-collar or white-collar worker or an entrepreneur?

What kind of role does he play in his organization? Is he a decision-maker, an influencer or administrator?

21. Professional goals

Is your persona success-oriented, power hungry or fame-seeking? Or is she more concerned with wealth accumulation or work-life balance? What does she want from her career?

22. Responsibilities

What is your persona responsible for? What skills and knowledge are required for him to do his job? What tools does he need to do his job well?

23. Professional challenges

What challenges does your persona face at work and how can she overcome these challenges?

24. Purchasing decisions

Does your persona make purchasing decisions at work? Does he need to consult someone or get approval for the purchase?

Consumer behavior

25. Shopping patterns

Where does your persona shop – at the suburban mall or at luxury retail stores? Or does she prefer to shop online?

Does she prefer to pay by cash, credit card or internet banking?

26. Communication preferences

Would your persona prefer to connect with you through email, the phone or through social media?

27. Social networks

Which of these social networks does your persona use: LinkedIn, Pinterest, Facebook, Twitter, YouTube or Google+?

How often does your persona log on to social media networks?

28. Access to information

Does she tap on social media, get recommendations from friends or conduct research online in order to get information on products or services?

What publications, magazines or newspapers does she read? Which TV or YouTube channels does she watch? Which websites does she visit?

Does your persona prefer to access content online through mobile devices or a desktop computer?

29. Pain points

What are the real or perceived problems (related to your product or service) that your persona has? How would your product or service solve this?

30. Barriers to purchase

What could prevent your persona from buying from you? What would assuage his fears?

This list is far from exhaustive. The questions you ask may also differ, depending on whether you are doing B2B or B2C marketing – whether you are targeting businesses or individuals.

Once you know your persona inside out, you can bridge the gap with your audience by framing your content from your customer’s perspective. Use the same words or language that your audience would use to create that connection with them.

The words will flow easier when you are able to get inside the mind of your persona. You’ll then be able to create content that resonates with your audience and that converts better.

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