1. What product or service is being marketed?
Continuing with the camera example, we are marketing a Nikon D3400 DSLR, typically in the price range of $300-500, depending on the lenses included in the kit.2. Who would be purchasing this product?
Amateur photographers who want a step up from their iPhone.3. What is their desired outcome? How would they like to change their current state of living what job do they hope to get done by making this purchase?
They would like to take higher quality photos than their phone can capture, they want to improve their photography skills, and they want to be able to easily capture moments with family and friends.4. What are the concerns or pain points that might influence their purchase?
Consumers looking to purchase this camera might worry about the learning curve of operating a new device, a hindered ability to share photos, and the clunkiness of carrying around a DSLR instead of a phone which can typically be slipped in their pocket.5. What is our product’s unique selling proposition and how does it help address the concerns of the consumer?
The Nikon D3400 is made for amateurs: it has easy design for intuitive control, an auto or guide mode, it is compact and lightweight and offers Nikon SnapBridge connectivity so photographers can easily share their photos. Once we answer these questions, we then create an outcome statement that helps us sum up this information. The formula for that statement goes like this:So, in this camera example: When I want to take better quality photos than I’m able to with my iPhone, help me become more comfortable using my camera’s controls, so I can easily capture moments with my family and friends on the go. Once we have an outcome statement, we can craft ad copy that highlighted how this camera might alleviate the pain points of potential purchasers: Standard Messaging:When I {situation}, help me {overcome constraint}, so I can {desired outcome}.
Persona | Working Parent |
Age | 25-54 |
Gender | Male & Female |
Combined HH Income | $150,000 |
Life Interests | Parenting, News, Shopping, Money, Career, Children, Shoppers |
Life Concerns | Money, Children, Career, Time Management, Automobiles |
Two Octobers is a fanatically analytical team of digital marketers with an obsession for driving your business to the next level. We offer a wide variety of expertise across all digital marketing disciplines.
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