The biggest mistake that marketing makes: Creating an incomplete Target Audience Profile

To be fair, when I ask a new client for their buyer persona, ICP, or target audience profile, they usually have one.

That’s not the problem.
The problem is that it is incomplete.

The majority of buyer persona profiles I see only contain the easy stuff, the obvious stuff, the demographic stuff like:
☑ Age
☑ Job title
☑ Industry

Ask any sales person and they will tell you that this is not nearly enough information for them to craft a powerful  sales pitch.

There are a lot of other questions that need to be answered.
Questions like:
👉 What problem needs to be solved?
👉 How does your key service or product solve their problem?
👉 Why should people buy from you?
👉 Where does your target audience  “hang out”?

Only when you answer these questions can marketing:
✅ Craft the right message on your website
✅ Include benefits and not just list features on your product/service descriptions
✅ Create targeted marketing campaigns to drive qualified traffic to your website
✅ Educate and influence your ideal prospects to choose to contact your sales team

Without a comprehensive understanding of your target audience that is aligned with your sales team, your marketing team will be left with implementing a shotgun approach that wastes time and money.

So, spend the time to create a comprehensive buyer persona and give marketing the information they need to create a laser focused website, a targeted message and effective campaigns.

You will get more qualified prospects calling your sales team.