I have an amazing team of writers I work with on a regular basis. Each has his own specialty from article writing to technology. It’s fun to watch these professionals go through the process of creating articles that speak specifically to the targeted customers we are aiming to attract. Sometimes everything flows smoothly, but occasionally we have some hiccups before getting the job done.
One of our clients is a designer. He told us that his targeted customers are people in their mid-twenties that need new digital or print designs. The overall picture of who we were writing to, however, really didn’t click until we got down to the nitty-gritty and developed a complete profile of his targeted customers. Before creating the Seltek Consulting website, we wrote articles for certain clients (the designer was one of them). “This is too serious and complex,” was the response. So I asked a few more questions in order to get it done better this time (the only way to create a truly accurate profile) and I found out that the profile is of people I am surrounded by on a daily basis.
With that in mind, we made some additional changes. While the response from the client improved, they felt the article was still written on too high of a level to hold the interest of their targeted customers. “We need a picture. We need to actually see what this guy looks like,” was my thought. We would have given him a name, but something about him wasn’t clicking. I went on a hunt to find a photo online that would represent our customers. It didn’t take long to find people in their mid-twenties. I could just envision what my customer was doing with his life. With the photo available to round out the profile, it was easier than ever to write for our customers and the millions of others just like them that fall into the targeted segment.
Creating profiles helps give you an inside look at who your customers are, what they want and how they will use your products/services. You can certainly have more than one profile. Look at Jenny Craig (the weight loss company). They’ve matched the profiles of their targeted customer segments to celebrity personalities including Kirstie Alley, Valerie Bertinelli and Jason Alexander. With physical attributes, personality quirks, habits, likes, dislikes, photos and other details in hand, you can create personas of your targeted segments. This simple exercise takes only a few hours of research and work to compile, but can pay off enormously in profits once your copy or content really hits the mark.
Want to learn how to craft spot-on profiles and personas so you can write exceptional web & SEO copy? Feel free to contact us by email or our social media channels.