I’ve always believed in the importance of speaking your audience’s language with messaging that’s just as approachable as it is actionable. While certain words can drive different results from market to market, there’s something even more fundamental at play, and foodservice marketing is no exception — namely, not “what” but “who.”
Targeting the right audience in the first place is the foundation of any successful messaging strategy.
This is where buyer personas come in. Simply put, a buyer persona is a fictional representation of your ideal customer for any given message. When these buyer personas are constructed using the latest research and market data, they can help target your marketing efforts to specific segments of your total audience.
It’s about starting with context (and thinking) before you speak. It’s about pinpointing real-life challenges your products and services can address. Ultimately, it’s about saving time and money by getting it right the first time.
As a copywriter, it’s always helpful for me to know the “who” before I determine the “what” — whether it’s dealers, reps or end users. For example, a particular piece of equipment could benefit more than one buyer persona, so it’s critical to understand that crossover appeal as your strategy comes together. And in the age of social media and personalized content, it’s more important than ever to tap the power of buyer personas.
When creating your personas, don’t forget these four rules.
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