Buyer personas are based on information you’ve learned about your ideal clients’ demographics, education, careers/jobs, companies, information sources, and shopping preferences.
Now it’s time to define their emotional triggers. But you can’t ask – you must deduce them in other ways.
Ask yourself how well you understand:
- What gives them joy
- What embarrasses them
- What makes them proud
- What they’re afraid of missing out on
If you can’t imagine this, dig deeper. People expose their emotional triggers (often accidentally) in the small talk at the beginning and end of meetings, on social media, and in your side conversations.
Whether you’re B2B or B2C, you’re selling to people. Ask the questions, put yourself in your buyer’s skin, and you’ll have the skeleton of a person you can market and sell to.