Who are your blog readers?
This is probably one of the most important questions that you need to know for your blog to be successful. You need to know who you are talking to. Once you know who you are talking too your content becomes easier to create. The aim is to essentially have a conversation with your target audience that will relate to what you are talking about. If you don’t know who they are you’re effectively talking to you are talking to yourself.
Apparently talking to yourself is the first sign of madness
In this case, its complete madness, if everything that you do is what you think people want then only you will read it, your traffic to your website will be low, you will only influence a handful of followers, and your income will be rubbish. You will find that you are always chasing rather than your readers naturally gravitating towards you.
For example, if you are looking to attract men aged 40+ interested in vintage cars and you write and craft all your marketing specifically to that group you will be more successful than trying to advertise vintage cars to all men over 18’s in the UK hoping that 40+ will interact with you. When you talk specifically to a target group you can write in their tone, slang that they use, Tv shows that they watch, incorporate topics that they are interested in but if you are too general, then there is nothing for them to relate to.
It would be like trying to find somewhere to sit in a hoarders house. You may find a couple of places but nowhere near as many as you would normally find to sit in a home where the seats are clear. The internet is hoarded with people and by narrowing down to a specific group of people you are clearing space for your products and services. By guessing and not clearly defining your audience, you are hoping that someone will respond when really only a handful of people from your target market will see your blog/advert.
Successful bloggers know who their target audience is down to the tiniest of detail. When they write or record their videos, it’s like they are speaking directly to them.
The best part about identifying your audience at this stage is later when it comes to creating products and services and traffic building, you have a clear defined market to target, you will know where to find them, what to say and it will save you so much wasted time and money.
While this step can take a little time, its worth every minute. It was this step that led me to you. So back to my first question..
Who are your blog readers?
To answer this question, we need to do some research. The great thing about blogging is that your customers are online and are sharing a wealth of information about themselves, they communicate their wants, desires, needs, frustrations quite openly and you just need to know how to find it to create your perfect customers.
Before we start researching it’s important to know what to look for. We need to create a customer profile also known as a customer avatar. There are some important questions that we need to define so that when we are researching, we can write down the answers.
What do Customer Profiles look like?
Below is an example of a customer profile for a survival niche. You can get a good idea of what your target audience is looking for by profiling your customers. Bloggers tend to design products around their dislikes, fears, frustrations, challenges, problems & pain points but use their interests to connect with them and their wants and dreams to entice them.
When drafting a customer profile, you need to gather six important pieces of information to gain a clear understanding of your customer.
1. Demographics traits: Examples of demographic traits are: age, sex, education level, income level, marital status, occupation, religion, and average family size. This area of defining your customer profile is typically easy to determine and what is used to create adverts. You need to give your customer a face so find an image and a name. When you’re communicating with them, you should picture them so that you feel like your speaking directly to them.
2. Behaviour, Likes & Interests: knowing your customer’s behaviour helps you to understand if they buy online, do they donate to charity, who they like to follow, what brands they rave about. You really get to know if the live an extravagant lifestyle, travel a lot, the car that they drive, etc. Once you understand your customer’s behaviours, you know the best way to advertise to them, your writing style, images to use, what are topics that will peak their interest, etc. Look at what they like to spend their money on, what do they brag about, who do they talk about, etc.
3. Wants, Desires, Dreams & Ethics: You really need to define your audiences dream goals and moral principles in this section, when researching your customer look at what is important to them, what drives them, excites them, their views, etc. This section will really help you to connect with your audience in your writing. They could be business goals regarding business, hobbies, sports or fitness, family, relationship, political, religious. Really define what is important to them.
4. Dislikes, Fears, Frustrations, Challenges, Problems & Pain Points: Spend a good amount of time learning what people are frustrated with, what they are talking about, what questions are they asking, what are they afraid of. People like to moan, so they are always sharing this information. When creating your profile make sure that you highlight at least 3 points in this section. You can really get into this section, look at their struggles, how they feel, what is controversial, what has happened to them in the past that led them to this problem, what is the worst thing that could happen if the problem isn’t resolved, what excuses are they creating, etc.
5. Objections & Decision Making: In this section, we are trying to understand what stops people from buying your products and services, who makes the buying decision in the household, describe dreams, explore emotions, etc. These are great questions to consider when completing this section.
Try to explain what about your product /service matters to this person, How does it solve a need, pain, or make them feel good? How does it better their life? What is the “final straw” that makes them pull the buying trigger? What could happen to their career or personal lifestyle? What would they be willing to pay almost anything for? If you know that you are marketing to married couples, then you need to sell the dream to both of them.
6. Media, Resources & Social Hang Outs: This section is great when it comes to advertising and connecting with your customers. If you have both read the same book then you share similarities, if you subscribe to the same magazines, same forums, etc. This information will help you to find your ideal customers. So think about Facebook groups, search Forums, what books do they like to read, what magazines are in your niche, favorite blogs and websites, who are the influencers, what meetup groups/conferences/seminars that they like to attend, what social networks are they on like Pinterest, Twitter, Instagram, etc. What TV shows or movies do they like to watch, what do they like to do in their free time, etc. You just need one-word answers here.
So let’s get started, in the next exercise you are going to create a customer profile based on you and your needs and your perceptions of your niche. At this stage, you are going to answer the questions from the knowledge that you have in your head. Your own pain points, where you hang out, your goals, your likes and dislikes, etc. You need to write as though you are your ideal customer. Once you have completed the first profile, then we will move on to researching other profiles.
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