Listener Question: How to Develop a Persona

with Pamela Muldoon

In past episodes, we’ve discussed the importance of building a client persona to effectively market to your customers. Today we answer a listener question on how, specifically, to develop a buyer persona, as well as discuss strategies for conducting market research interviews to help capture meaningful data. Learn which questions to ask to gain important insight and target market your potential clients like a #VOBOSS!



Takeaways

Quick Concepts from Today’s Episode:

  1. To develop a persona, interview people in your potential client pool.

  2. Frame everything through a customer-centric viewpoint

  3. Most people love to talk about what they do, and the industry they work in.

  4. Do NOT ask anyone if you can “pick their brain”. ‘Nuff said.

  5. Instead, be direct and up-front and tell them you want to interview them to improve your marketing.

  6. In order to be client-centric, you have to research the industry that they work in.

  7. Find out what potential clients do at their job on a day to day basis.

  8. Compliment potential clients instead of just asking for advice.

  9. When interviewing a potential client, their answers become future content ideas

  10. Ask smart questions such as “what are your pain points?”

  11. Ask clients questions such as: “How has utilizing a voiceover talent helped you in the past?”

  12. Ask clients why they use in-house talent as opposed to professional voice talent.

  13. Ask potential clients where they get up to date information for their industry.

  14. We don’t know what we don’t know (about potential clients).

  15. Remember that your potential clients are very busy.

  16. Potential clients will feel complimented if you ask permission to quote them.

  17. The best content is in response to what your client persona is saying.

  18. Speaking the language of your clients is important in order to gain business.

  19. Learn the words that are indexed by google for your target market and build these into the SEO of your website.

  20. How can you make the potential client the hero, and make their life easier?

  21. It’s tough to market to an industry when you don’t typically receive feedback.

  22. Ask your potential client to describe their VO hiring process.

  23. Find out how many departments are involved in a particular production.


Referenced in this Episode

Direct links to things we brought up ++


Pamela’s Website
Editing by Noah from Carl Bahner Productions
Recorded on ipDTL

Transcript

>> It’s time to take your business to the next level, the BOSS level! These are the premier business owner strategies and successes being utilized by the industry’s top talent today. Rock your business like a BOSS, a VO BOSS. Now let’s welcome your host Anne Ganguzza.

Anne: Hey everyone. Welcome to the VO BOSS podcast. I’m your host, Anne Ganguzza, along with the amazing Pamela Muldoon. Hey Pam, how are you?

Pamela: Hello, hi Anne. I’m very well, thank you. How are you?

Anne: I’m doing good, Pam, I’m doing good. So Pam, you know, I’ve had such a wonderful time talking about content marketing, and email marketing, and compliance, and we’ve had lots of great feedback from our BOSSes out there. And I’ve had a couple of questions that I think we should probably go over for our listeners.

Pamela: Yeah, for sure.

Anne: Listener questions.

Pamela: Yes.

Anne: So a couple of people have asked, Pamela, how do you actually develop a persona?

Pamela: Yeah.

Anne: And what are some of the tasks that I need to do in order to get this done right? I think that’s a great question.

Pamela: It’s a great question. Yeah, it’s a great question, and you’re right. I’ve seen this kind of come up in a few different ways, right, you know, how do you develop a persona or where do I get started. I think another way is, how do I even know what my persona is looking for? And so there’s a process – it sounds simple, but at the same time it takes a little, for some of us, stepping out of our comfort zone. But it’s the art and science of doing what I call a persona interview. There’s a couple of ways you can look at this. So when I’m building a persona for my clients or helping my clients go through this process, when they tell me, well, how do I really know what my customers, you know, my persona, what they’re thinking, or what they really need? It sounds right of trite, but I’ll say ask them, right?

Anne: There’s a simple answer.

Pamela: [laughs] Simple answer.

Anne: Just ask them.

Pamela: But it is kind of asking us to go outside of our comfort zone a little bit. What I mean by that is reaching out.

Anne: Well yeah, because it’s hard to ask somebody you don’t know, Pam. I think that’s probably what’s scaring people off from that.

Pamela: It is, it is. You know, I remind folks that if you frame it, if you’re always framing everything within the customer centric viewpoint, and what I mean by that is making it all about them and not about you, then you’re going to end up with more positive results than negatives. So for example, if you’re already involved, if you’re doing instructional designer or training and development director, something like that, as your persona, are you already involved in say an elearning group on LinkedIn, or maybe even on Facebook? Maybe there’s instructional designer groups you’re a part of, or even just in general on LinkedIn, or any of these social platforms? You know, the kind of the rhetorical question is, what would it mean to just simply ask is, anyone willing to spend 30 minutes on a call to answer some questions abou