1 thought on “2. User portrait: How to make precise analysis of your target customer group?”
Muriel
If you want to successfully sell products to customers, there are two important elements: one is your product and the other is your customer. The masterpiece of copywriting is like an excellent headhunter. It is necessary to understand the advantages and disadvantages of the product, but also the joy of customers. Only in this way can the product be sold to customers. First of all, everyone needs to understand, what is user portrait? The user portrait is a labeling user model abstracted according to the social attributes, living habits and other behaviors of the target customers. It sounds more abstract, let me tell you a small case, you understand. turns out to be a document consultant for a health shop. There are 2 intern who give them the same task every day and send them 200 to the leaflets. But one person's leaflet arrival rate is always about 25% higher than another. Ask him how to do it? He said: Only those who are more than 50 years old are neatly wearing glasses. These people have health needs, and they are generally retired employees. They have money and time. And the other person sent it. Retired employees over 50 years of age and more than 50 years old are the portrait portraits of health stores. Then we need to understand, why do we do user portraits? Is when writing selling copywriting, user portraits can help you understand the user's psychology and needs, understand the pain points and desires of users, and what are the factors that affect their purchase decisions, so that you can find the entry point and trigger resonance to resonate Come to sell goods. The attention here is that user portraits should be single people, not a group of people. You have to figure out what the buyers are thinking, what they are doing, what occasions often go to, and he is highly sensitive to what words and rituals. Only by a single person can you clearly see him and understand him. For example, your target group is a new middle -class woman, you can describe: Lily is a 30 -year -old white -collar worker, graduated from 211 university, and now he is a editor -in -chief of a new media company. In Beijing Four Ring Road. Tobova with one hand, a workplace Baoma who works in hand. This illustrates her age, education, occupation, income level and living conditions. . She uses "mother is the role model of children" as the motto. Like reading, longing for a greater improvement. She usually goes to the mall with her girlfriend, and she will also participate in some growth communities and travel abroad. This sentence shows the place where she often goes out, as well as interests and values. . She was curious about new things and was willing to try. But with your own principles of judgment, such as cost -effectiveness, things that reflect the level of better living will not hesitate. She was unwilling to follow the flow, but was easily affected by the good people around her. This sentence illustrates her consumer concept and shopping decision -making factors. Through the character setting, you can understand which ritual and scenes this person is sensitive to the factors that affect her purchase decision. She talks, and you will be more ways to target a group of groups. If you can sell the product to her, it is easier to sell to this group she represents. Is when using user portraits, most people are easy to step on these two common misunderstandings. For example, we sell masks and lock in women who want to become beautiful. If you want to push a "2 % off mask" activity, there are probably few users who register. Is the user does not want to take advantage? Is it a woman who doesn't want to become beautiful? It's definitely not, where is the problem? It is "no clear user portrait." . For example, the young girl around 20 years old, they are eager to turn white, acne, and accept the low end of the price; 30 -year -old white -collar workers often stay up late to work overtime, want to go to dark circles to prevent wrinkles; and Baoma After fertility, there are pregnancy spots, dull and relaxing, and want to remove freckles and change, because there is a stable income, and it also has higher requirements for the brand. So do not speculate that your target user is a large classification of "all women". To do precise analysis, what age, what work, what are the scope of consumption power, and so on. The survey data is very detailed, and each percentage is also accurate, but the data will be placed there. There is still no direction when writing a document. I do n’t know what needs of users. GET cannot get the pain points and cool points of the user. Next, let's talk about the focus of this lesson: How to make a portrait portrait efficiently and cleverly use it in your tweet? I helped you summarize 4 steps. Below I will combine the case to explain it in detail. This is a rhinitis spray. At that time, there were many rhinitis products on the market, at least twenty or thirty types. Why can I sell more than 100,000 orders in 3 months and sales of more than 10 million? Among them, the most important point is that I touched the users of this group. What do I do? The first step: to clarify the product function and find users according to the picture The purpose of making the user portrait is to sell goods. Therefore, analyzing customers should first start with the product, consider what the product meets what needs of the customer, and reverse the reverse. Drive the characteristics of customers. For example, the characteristic function of nasal injection is to clear nasal congestion and relieve rhinitis. Then I can reverse who is a high -incidence of nasal congestion and rhinitis, and what characteristics they have. Maybe you will ask: What should I do if I do n’t know about this group? The answer is: with the help of data tools. The tools commonly used here are: Baidu index, WeChat index, business staff, Internet data information center, etc. The Baidu index as an example. If you enter the "Baidu Index" in the Baidu search bar, you will come out of the data query interface of the Baidu index. Then enter the keywords you want to query "rhinitis", "nasal congestion", etc., and click the "character portrait" of the menu bar to find the relevant information of the rhinitis group, including gender proportions, age distribution, regional distribution, interest distribution, etc. Essence It, you have a approximate outline. Then, according to the most concentrated information of the data, corresponding to a patient with rhinitis, such as husbands and colleagues, then you see a living person. Step 2: Refine the key tags, describe the character setting The typical characteristics of extract the customer group, and refine the key tags. It can include these categories: Essence For example, the beauty industry is not sensitive to height, and the wealth management industry is not sensitive to height and physique. Therefore, in the process of customer analysis, you must grasp the particle size, not too small or too large. To analyze the specific problems, there is no need to do everything, just refine the key tags. but at this time you will find that in the face of these cold basic data, what should I do? Through the "character setting" method, it is given a specific role of customers to set roles for your customers, and no longer say "customer", but call it directly. Make it fresh and three -dimensional. The character setting I described is: Lin Zi is a 31 -year -old white -collar worker. Now he is a sales executive in an Internet company with a monthly salary of 12,000 yuan. He lives in the fourth ring of Guangzhou and squeeze the subway to get off work every day. She is in the critical period of hard work, holding the mentality of "tolerance" in the small condition of her body. Is to pay attention to the character setting is that the customer group of the product is different, and there may be 2-4 character prototypes. You only need to describe the most representative two or 3 descriptions. Step 3: With the help of big data tools, lock in the entry point The rhinitis is very painful, but user portraits understand that this target group is generally a "dragging" mentality. How to allow them to take action to take action Woolen cloth? At this time, he must use big data to find the entry point and stimulate him immediately. Otherwise, the pain of rhinitis is not activated, and it will always be potential needs. In Baidu Index found that rhinitis has increased significantly from February, March and September, and October each year. Why? In the spring of February and March, the catkins flew all over the sky. In the autumn of January, cooling and rainfall, these two points are important factors that induce rhinitis. And I took this case exactly the autumn. So I lock the entry point of "autumn", triggering the customer group's fear of rhinitis, and making potential demand a rigid need to be resolved. Among them, "colleagues forest", "department meeting", "squeezing the subway", etc., is the inspiration found through the role setting. And it is a comprehensive prototype of the target group, and it is easier to resonate. The user portrait is to serve the goods, but there is a question here: Will customers buy your product if you have resonance? uncertain! He also has other alternatives, such as rhinitis paste and physiological saline. Step 4: Sort the selling point sorting, do a good job of tackling countermeasures, and let him only buy your according to the portrait portrait, I know that the target group mainly focuses on 3 categories: The above customer analysis analysis , You can formulate the tackling countermeasures of the beta point sorting. Through a series of income proofs, he solves his concerns one by one, and guide the transaction: The final selling point sorting is: efficacy evidence> Authoritative endorsement> Security> Using experience> Product raw materials> Product price (cost -effective).
If you want to successfully sell products to customers, there are two important elements: one is your product and the other is your customer. The masterpiece of copywriting is like an excellent headhunter. It is necessary to understand the advantages and disadvantages of the product, but also the joy of customers. Only in this way can the product be sold to customers.
First of all, everyone needs to understand, what is user portrait?
The user portrait is a labeling user model abstracted according to the social attributes, living habits and other behaviors of the target customers. It sounds more abstract, let me tell you a small case, you understand.
turns out to be a document consultant for a health shop. There are 2 intern who give them the same task every day and send them 200 to the leaflets. But one person's leaflet arrival rate is always about 25% higher than another. Ask him how to do it? He said: Only those who are more than 50 years old are neatly wearing glasses. These people have health needs, and they are generally retired employees. They have money and time. And the other person sent it. Retired employees over 50 years of age and more than 50 years old are the portrait portraits of health stores.
Then we need to understand, why do we do user portraits?
Is when writing selling copywriting, user portraits can help you understand the user's psychology and needs, understand the pain points and desires of users, and what are the factors that affect their purchase decisions, so that you can find the entry point and trigger resonance to resonate Come to sell goods.
The attention here is that user portraits should be single people, not a group of people. You have to figure out what the buyers are thinking, what they are doing, what occasions often go to, and he is highly sensitive to what words and rituals. Only by a single person can you clearly see him and understand him.
For example, your target group is a new middle -class woman, you can describe: Lily is a 30 -year -old white -collar worker, graduated from 211 university, and now he is a editor -in -chief of a new media company. In Beijing Four Ring Road. Tobova with one hand, a workplace Baoma who works in hand. This illustrates her age, education, occupation, income level and living conditions.
. She uses "mother is the role model of children" as the motto. Like reading, longing for a greater improvement. She usually goes to the mall with her girlfriend, and she will also participate in some growth communities and travel abroad. This sentence shows the place where she often goes out, as well as interests and values.
. She was curious about new things and was willing to try. But with your own principles of judgment, such as cost -effectiveness, things that reflect the level of better living will not hesitate. She was unwilling to follow the flow, but was easily affected by the good people around her. This sentence illustrates her consumer concept and shopping decision -making factors.
Through the character setting, you can understand which ritual and scenes this person is sensitive to the factors that affect her purchase decision. She talks, and you will be more ways to target a group of groups. If you can sell the product to her, it is easier to sell to this group she represents.
Is when using user portraits, most people are easy to step on these two common misunderstandings.
For example, we sell masks and lock in women who want to become beautiful. If you want to push a "2 % off mask" activity, there are probably few users who register.
Is the user does not want to take advantage? Is it a woman who doesn't want to become beautiful? It's definitely not, where is the problem? It is "no clear user portrait."
. For example, the young girl around 20 years old, they are eager to turn white, acne, and accept the low end of the price; 30 -year -old white -collar workers often stay up late to work overtime, want to go to dark circles to prevent wrinkles; and Baoma After fertility, there are pregnancy spots, dull and relaxing, and want to remove freckles and change, because there is a stable income, and it also has higher requirements for the brand.
So do not speculate that your target user is a large classification of "all women". To do precise analysis, what age, what work, what are the scope of consumption power, and so on.
The survey data is very detailed, and each percentage is also accurate, but the data will be placed there. There is still no direction when writing a document. I do n’t know what needs of users. GET cannot get the pain points and cool points of the user.
Next, let's talk about the focus of this lesson: How to make a portrait portrait efficiently and cleverly use it in your tweet? I helped you summarize 4 steps. Below I will combine the case to explain it in detail.
This is a rhinitis spray. At that time, there were many rhinitis products on the market, at least twenty or thirty types. Why can I sell more than 100,000 orders in 3 months and sales of more than 10 million? Among them, the most important point is that I touched the users of this group. What do I do?
The first step: to clarify the product function and find users according to the picture
The purpose of making the user portrait is to sell goods. Therefore, analyzing customers should first start with the product, consider what the product meets what needs of the customer, and reverse the reverse. Drive the characteristics of customers.
For example, the characteristic function of nasal injection is to clear nasal congestion and relieve rhinitis. Then I can reverse who is a high -incidence of nasal congestion and rhinitis, and what characteristics they have. Maybe you will ask: What should I do if I do n’t know about this group? The answer is: with the help of data tools.
The tools commonly used here are: Baidu index, WeChat index, business staff, Internet data information center, etc.
The Baidu index as an example. If you enter the "Baidu Index" in the Baidu search bar, you will come out of the data query interface of the Baidu index. Then enter the keywords you want to query "rhinitis", "nasal congestion", etc., and click the "character portrait" of the menu bar to find the relevant information of the rhinitis group, including gender proportions, age distribution, regional distribution, interest distribution, etc. Essence
It, you have a approximate outline. Then, according to the most concentrated information of the data, corresponding to a patient with rhinitis, such as husbands and colleagues, then you see a living person.
Step 2: Refine the key tags, describe the character setting
The typical characteristics of extract the customer group, and refine the key tags. It can include these categories:
Essence For example, the beauty industry is not sensitive to height, and the wealth management industry is not sensitive to height and physique. Therefore, in the process of customer analysis, you must grasp the particle size, not too small or too large. To analyze the specific problems, there is no need to do everything, just refine the key tags.
but at this time you will find that in the face of these cold basic data, what should I do? Through the "character setting" method, it is given a specific role of customers to set roles for your customers, and no longer say "customer", but call it directly. Make it fresh and three -dimensional.
The character setting I described is: Lin Zi is a 31 -year -old white -collar worker. Now he is a sales executive in an Internet company with a monthly salary of 12,000 yuan. He lives in the fourth ring of Guangzhou and squeeze the subway to get off work every day. She is in the critical period of hard work, holding the mentality of "tolerance" in the small condition of her body.
Is to pay attention to the character setting is that the customer group of the product is different, and there may be 2-4 character prototypes. You only need to describe the most representative two or 3 descriptions.
Step 3: With the help of big data tools, lock in the entry point
The rhinitis is very painful, but user portraits understand that this target group is generally a "dragging" mentality. How to allow them to take action to take action Woolen cloth? At this time, he must use big data to find the entry point and stimulate him immediately. Otherwise, the pain of rhinitis is not activated, and it will always be potential needs.
In Baidu Index found that rhinitis has increased significantly from February, March and September, and October each year. Why? In the spring of February and March, the catkins flew all over the sky. In the autumn of January, cooling and rainfall, these two points are important factors that induce rhinitis. And I took this case exactly the autumn.
So I lock the entry point of "autumn", triggering the customer group's fear of rhinitis, and making potential demand a rigid need to be resolved.
Among them, "colleagues forest", "department meeting", "squeezing the subway", etc., is the inspiration found through the role setting. And it is a comprehensive prototype of the target group, and it is easier to resonate.
The user portrait is to serve the goods, but there is a question here: Will customers buy your product if you have resonance? uncertain! He also has other alternatives, such as rhinitis paste and physiological saline.
Step 4: Sort the selling point sorting, do a good job of tackling countermeasures, and let him only buy your
according to the portrait portrait, I know that the target group mainly focuses on 3 categories:
The above customer analysis analysis , You can formulate the tackling countermeasures of the beta point sorting. Through a series of income proofs, he solves his concerns one by one, and guide the transaction:
The final selling point sorting is: efficacy evidence> Authoritative endorsement> Security> Using experience> Product raw materials> Product price (cost -effective).