Increase sales using your customer archetype

How to Design your customer archetype

Whether you are defining a customer segment or writing your marketing messages, the big challenge is to change your perspective from how your business views the customer to how the customer views the business. If you can make that change, you will realize that customers don’t really care about your product, they care about solving their painful problem or filling an unmet need.

A customer archetype or persona is a narrative of a typical customer. They are always humans and never entities. Entities (companies, nonprofits, government agencies, etc) do not make decisions, specific humans who work/volunteer there do. That means you have to care about what will get that person promoted or fired.

When crafting the customer archetype narrative you should only describe details that are relevant for your businesses value proposition. If your solution doesn’t address their need for food, don’t talk about how they love to eat.

You can begin to craft your customer archetype by answering some questions:

Who are your business’s customers?

Name

Age

Position

Occupation

Title

Sex

How do your customers buy?

Daily

Frequently

Occasionally

What matters to your customers?

Family

Money

Love

Career

Relationships

Some other questions to think about when designing your customer archetype -

How do they spend their time?

Who influences them? What do they read?

Who do they listen to?

What do they watch?

Who inspires them and who do they aspire to be?

You can use the answers to these questions to describe who your typical customer is. You can go a step further and describe a day in their lives - Their routines and idiosyncrasies. You should always have your customer archetype in mind when you are designing a product or service for them. This will ensure that your decisions are centered around fulfilling a need or alleviating a pain of your specific customer.

An Example of a customer archetype for a low priced storage unit customer:

Blair Smith is a senior psychology major at UMass with a full course load working to maintain her B average while working 20 hours a week as a waitress, and frantically looking for a “real” job for when she graduates in a few months. She has what feels like a mountain of student debt to worry about, as well as a dorm room overflowing with four years of acquired junk. She has no storage space close by and couldn’t afford to pay for it even if it were available.

Now you can use this to design more targeted campaigns and products that address your customers needs. Alleviate pains and create gains for them.

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