Now that you have studied your audience, you can compose a portrait of it. Target audience portrait – a detailed description of one of the target audience segments. There can be several segments, so choose the most / most promising, that is, those segments that buy more and more often.
1) When a prospect segment is selected, name it something like “students”, “golden youth” or as in the example below (see Figure 1). There are no strict recommendations on what to call, the main thing is that it is clear to you and you do not get confused.
2) Write down the characteristics from the previous paragraph: name, age and place of residence, field of activity and approximate income, what interests he has, in what social networks he is present, what problems he has, etc. Write down everything that seems important to you.
3) Insert a photo, it can be real, or maybe from a photo stock, the main thing is that this photo reflects the person with whom you communicated. For example, if you were in contact with a young woman, the photo should be of a young woman. A photograph is needed so that you have a specific image of a person who can be treated with understanding.
4) Formulate the job story of a representative of your target audience. This is the last and important point, I tell you what it is.
In marketing, there is the concept of Jobs To Be Done (JTBD) – an approach that assumes that the portrait of the target audience needs to be formulated in terms of how a person solves his problem: he has a task – which he wants to solve and get a result, hence the name. In this approach, there is a job story, which reflects the situation or context of the task, motivation and the result that a person wants to get. Job story is built according to the following formula:
When I am (task context, situation), I want (motivation, problem) to _ (result).
Examples: “When I try to compose a portrait of the target audience on my own, I want to have instructions or an article at hand so as not to forget anything.” Here it is clear what can be influenced – you can prepare an article with instructions that will be useful to the audience, which can be saved and used.
“When I made the decision to divorce, I want not to see this person again, in order to save my nerves and get out of the relationship without losing face.” In this case, you can also understand what to influence. For example, agencies have appeared that provide the service of a mediator – this is a specialist who communicates with the parties to a divorce, helps with documents and acts as a kind of diplomat in these relations.
A job story should not describe the obvious. It should be clear exactly what can be influenced by the product.
Bad examples: “When I have time, I go to vc.ru to read something” or “When I’m sad, I call a psychologist to talk to him.” “When I’m cold, I want to wear a sweater to keep me warm.”