All language subtitles for 8.Crafting your customer persona

So let's use skinny meat tea, for example.

Here at S M T, our buyer personas fall
into three different categories and

are based on both our understanding
of who our target market is and real

data about our existing customers.

They share the common
goal of self-improvement.

Some of their pain points might include
wanting to lose weight faster, safer, or

more effectively while spanning across
different demographics and psychographics.

So let's break these down into three
customer personas, the detox ox repeater,

the day-to-day, and the pre inventor.

So first up, let's look at
the detox retox repeater.

Let's call her Madison
or Maddie for short.

Maddie's the kind of girl who
wants to have her cake and eat it

too, and she lives by the mantra.

Treat yourself.

She wants to be fit and healthy and
look like those influencer girls.

She follows on Instagram.

That make her more than a little
bit self-conscious, but she also

doesn't wanna give up her pizza
nights with the girls or iced coffees.

Maddie could be aged anywhere between
18 and 28, so she's still finding

her feed and adult life a little.

She might exercise casually like the
odd gym workout Pilates class, or walk

around the park with her girlfriends
in somewhat overpriced activewear.

That's gonna motivate her to
work out more, so it's worth it.

She knows she needs to learn to love
the skin she's in, but she still

finds herself comparing herself
to others on a day-to-day basis.

She lives relatively paycheck to
paycheck and isn't a big saver.

One day she knows she'll need to
grow up and get a little more serious

about her health, but that day falls
somewhere closer to some day, and

definitely by the time she's 30.

She's just finished her arts degree
at uni and now she's working a

nine to five job at an agency and
does a little bit of everything.

She loves talking about the latest
reality tv, gossip in the office, kitchen,

maybe even over a cup of Skinny Met Tea.

She loves a Girl's Night Out, a
relatable meme about the struggles

of being an adult and how most
guys are just seriously jerks.

She doesn't mind being a little basic at
times, but she also has goals and stuff.

So watch this space.

Now let's move on to Grace.

Our day-to-day.

Grace has learnt that fad diets don't
work, and she was pretty cynical of

skinny meat tea until Kate from PR
said that it worked well for her.

So she gave it a go, and now she
cleanses seasonally a few times a year.

She prefers the word cleanse
to detox and definitely doesn't

like the word skinny in our name.

But it does the job,
so she does it anyway.

To that end, she wouldn't drink
her tea openly in the office.

It's more of a before or
after work kind of thing.

But if a girlfriend asks her for
her honest advice, she's more than

happy to share her experiences, which
have been, for the most part, good.

She definitely wouldn't post her
tea to social media because she

doesn't need to broadcast her
entire life to everyone anymore.

She understands the importance of
separating the personal and the

professional of boundaries and of balance.

Grace is anywhere from 29 to 39 old
enough to know that health isn't a

quick fix, but she knows that sometimes
she needs an extra helping hand

along the way to get back on track.

She's aware that she doesn't have
the same body she had when she was

a teenager and knows health should
be preventative, not reactive.

She's thinking of having kids once
she marries a partner of three years,

ed, when she turns 40, she'll have her
life very much together and won't even

need the occasional detox anymore.

And finally we have Sophie, the pre
inventor, who could be anywhere between

18 and 39 and only has a month or even
a week to get ready for a big event.

Maybe it's a friend's wedding, her
birthday party, or a bikini holiday

that she needs to get results
and she needs to get them fast.

She wants to detox de bloat
and fit into that dress.

She's only thinking in the near future.

This isn't a part of her day-to-day life.

So there we have it, Maddie, grace
and Sophie, our three buyer personas.

Now let's move on to some less
in-depth examples across some

brands in different niches.

When it came time to shape our
customer personas at the fifth,

they were very much shaped around
the intersection of our customer's

fashion and lifestyle interests.

So the first persona is the
aspirational, motivated, driven

buyer, the enjoys high-end fashion.

For example, our rose gold detailing
and our New York classic range.

The second is the wanderer or adventurer
that enjoys more functional fashion to

take with them wherever their day goes.

They enjoy the fact that our watches
are water resistant and our Baja

range comes with a silicon strap.

And the third is the casual relaxed
buyer, but enjoys a more paired down look.

For example, our Melbourne minimal range.

Now let's move on to an example
from Taylor, a board short

company that I was advising.

Our first persona was a
younger, more active customer

who we called the beach bod.

Our second was the older demographic,
which we called the dad bod.

You may wanna come out with some fun names
like this to characterize your personas.

These are broken down in far more detail
in the Taylor brand strategy document

that's in the resources of this lesson.

It sometimes helps if you can think
of somebody who you know that's

that age who would buy a product.

For example, I know that my friend
Mike would purchase the product

and he's at the dad bod age.

He's got a little girl, he
works for a marketing company.

He's low thirties male, with a slightly
higher than normal income bracket.

He's located in Melbourne, Australia.

He's well educated and he
has strong family values.

His goals and challenges are
that he likes to stay fit, but he

still wants to be the cool guy.

He posts pictures of his
unused surfboard on Instagram.

He's maybe getting a little older in.

His priorities have shifted a bit,
so you can imagine how you'd talk

to him to market your product.

And finally, let's touch on our customer
personas for our reusable straw concept.

So let's say we're wanting to
target people predominantly based

in the US due to our initial
messaging around 500 million straws

being used in the US every day.

They could be aged between 25 and
34, and they could be young adults

wanting to take more responsibility
for maintaining our shared environment

for future generations so that at
least somewhat value the environment,

or at least wanna look like they do.

And they like feeling a part of
something bigger than themselves,

as they feel as though together
they could make a difference.

So the two main personas I'd break
these down into would be the true

environmentalist and the virtue
signaler, our true environmentalist.

Let's call him Todd, truly cares about
the environment and his impact on it.

For Todd, the straw is a
symbol of hope and change.

He wants to protect our shared
environment for future generations

and feels physically sick about issues
like climate change and creating

excess waste from our post-industrial
selfish hedonistic lifestyles.

He acts as such and
already has a cape Cut.

Or takes a mug from home with him whenever
he gets a takeaway coffee and he's

very active around the office in making
sure that people use the recycling bin.

He even convinced the design studio
he works for to get a compost bin.

He doesn't eat meat often, but
he's not entirely vegan because

he used to be iron deficient.

Todd needs to be sure that the straw
is manufactured ethically and asks

if will have ever contributed to an
environmentally conscious charity and what

we're planning on doing for Earth Hour.

As a brand, we wanna appeal to
Todd's conscience and fears for

the planet and talk bigger picture
on the problem that we're solving.

So as you can see, we can even start
to come up with the kinds of frequently

asked questions or key messaging areas
that'll appeal to each customer persona.

Then we have Susie, our Virtue Signaler,
and what I mean by virtue signaler here

are people that publicly express opinions
or sentiments intended to demonstrate

their good character or moral correctness
of their position on a particular issue.

For Susie, the straw is a symbol of
what a good person she really is.

Susie gets that straws are
bad for the environment.

She's just not exactly sure how that won't
stop her from proudly carrying around her

rose gold straw in her handbag, wherever
she goes, and using any opportunity

to whip it out and talk about it.

It's saving the ocean because
of something to do with fish and

plastic, and she loves dolphins.

Suzy's just as concerned, if not more,
with what her straw looks like rather

than the social good it's doing.

But she still loves feeling a part
of the community of people driven to

saving the planet one straw at a time.

As a brand, we wanna appeal to
Suzy's ego and for design, and we're

gonna be a lot more product based,
our marketing approach to her guys.

I think my cynical side might be coming
out a little here, but I'd want people

to know that, to be entirely honest,
from a scale of Todd to Susie, I'd

probably sit somewhere in the middle.

So as you can see, personas can be
written a little like personal narratives.

Just try to build the elements from
our customer persona canvases in,

or write your own customer story and
then use that to fill out the canvas.

So as an action item for this
lesson, I want you to fill out

two to three different customer
persona canvases for your brand.

You'll find these in the workbook and
in the resources section you'll find

some sample customer personas from
a start and scale student, Jen from

Zen Body, as well as some really well
mapped out buyer personas we created

with Love and Money for Taylor, the
board short company that we're advising.

So please, if you're proud of the
personas that you've created, do share

them with our Facebook community.

Other students find examples
like this really helpful when

thinking about their own brands.

You can remember here, it's fine for your
personas to change over time once you

receive more actual customer data, but
for now, let's do the best that we can.

So, like I said, I'd love you to fill out
at least one customer persona canvas, but

even better would be two or three, and to
make them transitional or oppositional, if

you're going to do two personas, you might
wanna make them transitional by age, like

my skinny me tea examples or oppositional
like in the case of our straw.

An example could be if you filled
out one customer persona for a

male and you know that you have a
female demographic, then definitely

fill one out for a female as well.

If you filled out one for a
millennial, you might also wanna

fill out one for somebody older.

If you get stuck, do some research
online or ask in the Facebook group.

Alternatively, you can survey people
who have shown interest in your

target audience and create a persona
off the back of their answers.

So to recap, you need to define
your target market by completing

a customer persona canvas.

Be as detailed as possible, and
then try to come up with personas

that represent different segments
of your customer base or audience.

Later on when you work on your
marketing and messaging, this is

going to be who you'll be talking to.

So go through and fill out two to
three customer persona canvases now,

and I'll see you in the next lesson.

So,