[Estimated time: 1-2 hours]
Background and Overview
By the end of this exercise our goal is to understand exactly who your target client is in the real world. These customers are representative of real people, living in the real world and it is essential that we know everything about them in order to define our value propositions, build a successful website, and acquire new clients.
For this exercise, use the persona canvas attached above. We will fill that out in STEP 3, first here are the questions that will guide you through each section of the persona canvas:
Section 1: Name and Role
Giving our persona a name helps anchor them in reality.
- What are their personal demographics?
- What is their educational background?
- What is their career path and professional role?
Section 2: Needs
We aim to identify the needs for this persona.
- What do they really want?
- How do they make decisions?
- What do they value most?
Section 3: Positive Trends
- What are the positive trends that this persona experiences?
Section 4: Opportunities
- What are the positive opportunities this client experiences in their life? This could be professional or otherwise.
Section 5: Hopes
- What are their personal goals?
- What does this client hope for in the future?
Section 6: Negative Trends
- What are the negative trends this client experiences in their life?
Section 7: Headaches
- What are the headaches this client experiences in their life?
- What is most challenging in their professional life?
- What is most frustrating in their personal life?
Section 8: Fears
- What does this client fear most about the future?
- What keeps this client up at night?
- What keeps this client ruminating?
STEP 2: Print out and fill out client persona.
As you fill out this persona, try to be as specific as you possibly can based on your experiences with this client persona. This is your opportunity to go a layer deeper into the realities of this client. As you work through these sections and questions, think to yourself about the specific experiences of a persona, and think about their emotions, feelings and responses to the experiences.
STEP 3: Persona Checklist
- Did you include a role and name for your persona?
- Can you vividly see who your persona is?
- Are there still assumptions about your persona? Do you still have things you need to learn more about?
- What are the core needs of the client persona? What do they need?
STEP 4: Test your persona in the real world
Now that you have this persona, you need to get out into the real world and test what you have created.
You can test your persona pretty simply by:
- Conducting open ended surveys (LinkedIn, Craigslist, Friends, etc.)
- Adding open-ended qualitative questions your intake and consultation calls
- Conduct a few phone interviews with people in your perceived client persona
Step 5: Wrapping Up
As mentioned, this persona is the basis for your marketing strategy, social media strategy, content strategy, copywriting, website design, and so much more. This client persona is something that will evolve. You will need to revisit as the world evolves and as your clients expectations change.
Share your personas in the forum! Use this as an opportunity to get feedback from our team and other professionals who are going through the same exact process as you!