Before we can figure out what problems we solve with our goods and services, we need to think through the key attributes of the person(s) who would be the buyer/user. The "Whom do we serve?" question gets answered here. The trick is that we need to consider demographic and psychographic information. I was not the one who came up with this philosophy, many good marketing thinkers and a ton of books reference "The Ideal Client" in some way. I like Duct Tape Marketing by John Jantsch. He's smart and makes it sound simple. Read that book.
Consider the following areas when you are building your Buyer Personas:
Demographic:
- Age
- Gender
- Marital status
- Profession
- Income
- Location
Psychographic:
- Category (Entrepreneur, Manager or Technician)
- Needs
- Frustrations
- Desires
- Communication methods
- Decision making process (How do they search for info? Where do they search for info? Do they consult others?)
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