client persona worksheet

Transcription

1 client persona worksheet Personas are fictional representations of your client audiences, designed to produce higher conversations by making personalized messaging simple. They are a combination of information and attributes unique to a specific audience.

2 Personas Personas are fictional representations of your target audience. Long term, these are best accomplished with interviews with your clients and ideal prospects. For the purposes of this exercise, dive into your best or ideal clients and define the goals, needs, and interests that led that individual to find value in your service. WHY ARE THEY IMPORTANT? Help Refine Positioning - Personas help us to define who our ideal clients are and who not to focus on. Defining who your current and intended end users are, brings clarity to your positioning and helps you define your audience. Remember: widening your target doesn t improve your aim. Communicate and Form Consensus - More often than not, our organizations involve input and effort from people with vastly different job roles, knowledge, experience and perspective. Formalized personas helps create shared knowledge on research findings and assumptions to the entire team. Make and Defend Decisions - Just as personas help to prioritize who we serve, they also help to determine how to market to them. Personas help us to step into the clients shoes and determine what are the challenges we can solve or value that we can help create. When a marketing initiative is brought into question, defending it based on real data and research on users is the best way to show others the logical and user-focused reasoning behind the decision. Set Pre-Qualification Criteria - Personas are frequently used to define out key information that can be used to pre-qualify leads. This may include fit criteria related to organizational size. It may also include behavioral data related to determining interest versus need. GET TO WORK! Use the attached worksheet to define 3-5 user persona types that represent the majority of your intended client base. The best approach is to look for patterns in your existing ideal clients.

3 Persona Example Persona Name: Jack & Jill Developer Persona Title: Utah Developers Bio: Successful long-time developers of corporate and healthcare campuses along with large scale commercial and mixed use buildings within Utah. Job Keywords: Owner, President, PM, Manager, Director Job Experience: Years Education Level: Bachelor's Degree Age Range: Purchasing Motivation: Analytical Emotional Mix of Both Needs: Check Need Level (1 Low 3 High) Price Sensitivity Support High Level of Service Diversity of Services Communication Proactive Unique Solutions Relationship

4 Persona Example Fears & Aspirations Include a description of a persona s challenges, hot buttons, fears and aspirations in this section. For example: Fearful of making an uninformed purchasing decision. Afraid to commit to a purchase without a great deal of outreach and personalized messaging. Current changes in regulatory issues are an ongoing challenge. It is difficult to stay on top of changes along with understanding how the changes will affect what they do and how they do it. Availability of land that is ready to build on is a growing concern. Sites that do not need environmental remediation of some kind of getting harder and harder to find. There are growing political concerns as well with upcoming legislation that could affect land development in the state. Understanding of zoning ordinances, construction regulations and environmental regulations as well as relationships with these regulators and legislators matter. Being politically connected helps. They want to help shape the community so community involvement is important. _

5 Persona Example Pain Points & Frustrations Include any approach that may cause your persona to lose interest in your service or walk away completely. For example: Does not like irrelevant or impersonal content and contact. Really needs to feel like we are catering to their specific needs. They want a relationship and need to trust the people they work with. They need to have the confidence to know that they are being taken care of. Get to know them as people, as friends. The little things will make a difference. They want to know the people who they partner with have skin in the game. Being proactive is hugely important so informing them of things going on in the market or politically that impact them is key. Several have mentioned that a newsletter that is brief and tailored to the information they are looking for would be valuable. Communication is paramount. While they do not want over-communication, they do want to know what is going on at each natural step of the process - the little touches matter. If there is an issue, DO NOT ignore it. Find a solution immediately and let them know that there is an issue but you have the solution. Being cheap is not what these people are looking for. They are willing to pay more for good work, however, they want to know what they will pay up front without significant changes.

6 Persona A Persona Name: Persona Title: Bio: Job Keywords: Job Experience: Education Level: Age Range: Purchasing Motivation: Analytical Emotional Mix of Both Needs: Check Need Level (1 Low 3 High) Price Sensitivity Support High Level of Service Diversity of Services Communication Proactive Unique Solutions Relationship

7 Persona A Fears & Aspirations Include a description of a persona s challenges, hot buttons, fears and aspirations in this section. For example: Fearful of making an uninformed purchasing decision. Afraid to commit to a purchase without a great deal of outreach and personalized messaging.

8 Persona A Pain Points & Frustrations Include any approach that may cause your persona to lose interest in your service or walk away completely. For example: Does not like irrelevant or impersonal content and contact. Really needs to feel like we are catering to their specific needs.

9 Persona B Persona Name: Persona Title: Bio: Job Keywords: Job Experience: Education Level: Age Range: Purchasing Motivation: Analytical Emotional Mix of Both Needs: Check Need Level (1 Low 3 High) Price Sensitivity Support High Level of Service Diversity of Services Communication Proactive Unique Solutions Relationship

10 Persona B Fears & Aspirations Include a description of a persona s challenges, hot buttons, fears and aspirations in this section. For example: Fearful of making an uninformed purchasing decision. Afraid to commit to a purchase without a great deal of outreach and personalized messaging.

11 Persona B Pain Points & Frustrations Include any approach that may cause your persona to lose interest in your service or walk away completely. For example: Does not like irrelevant or impersonal content and contact. Really needs to feel like we are catering to their specific needs.

12 Persona C Persona Name: Persona Title: Bio: Job Keywords: Job Experience: Education Level: Age Range: Purchasing Motivation: Analytical Emotional Mix of Both Needs: Check Need Level (1 Low 3 High) Price Sensitivity Support High Level of Service Diversity of Services Communication Proactive Unique Solutions Relationship

13 Persona C Fears & Aspirations Include a description of a persona s challenges, hot buttons, fears and aspirations in this section. For example: Fearful of making an uninformed purchasing decision. Afraid to commit to a purchase without a great deal of outreach and personalized messaging.

14 Persona C Pain Points & Frustrations Include any approach that may cause your persona to lose interest in your service or walk away completely. For example: Does not like irrelevant or impersonal content and contact. Really needs to feel like we are catering to their specific needs.

15 Persona D Persona Name: Persona Title: Bio: Job Keywords: Job Experience: Education Level: Age Range: Purchasing Motivation: Analytical Emotional Mix of Both Needs: Check Need Level (1 Low 3 High) Price Sensitivity Support High Level of Service Diversity of Services Communication Proactive Unique Solutions Relationship

16 Persona D Fears & Aspirations Include a description of a persona s challenges, hot buttons, fears and aspirations in this section. For example: Fearful of making an uninformed purchasing decision. Afraid to commit to a purchase without a great deal of outreach and personalized messaging.

17 Persona D Pain Points & Frustrations Include any approach that may cause your persona to lose interest in your service or walk away completely. For example: Does not like irrelevant or impersonal content and contact. Really needs to feel like we are catering to their specific needs.

18 Persona E Persona Name: Persona Title: Bio: Job Keywords: Job Experience: Education Level: Age Range: Purchasing Motivation: Analytical Emotional Mix of Both Needs: Check Need Level (1 Low 3 High) Price Sensitivity Support High Level of Service Diversity of Services Communication Proactive Unique Solutions Relationship

19 Persona E Fears & Aspirations Include a description of a persona s challenges, hot buttons, fears and aspirations in this section. For example: Fearful of making an uninformed purchasing decision. Afraid to commit to a purchase without a great deal of outreach and personalized messaging.

20 Persona E Pain Points & Frustrations Include any approach that may cause your persona to lose interest in your service or walk away completely. For example: Does not like irrelevant or impersonal content and contact. Really needs to feel like we are catering to their specific needs.