target buyer stories

Is your company looking for ways to improve it’s image? Maybe you are asking, “How can we look better?” or “How can we make more people fall in love with our brand?”

The premise behind those questions is cause for alarm. That’s because sales are never about you. They’re always about your buyer.

Have you heard the old adage, “Tell, don’t sell?” Perhaps no truer three words have ever been spoken in the business world. People hate feeling like they’re having a product pushed down their throat by aggressive salesmen. On the flipside, everyone loves listening to a good story – especially when they’re the hero.

To get your marketing messages heard by your customers, you need to tell your target buyer’s story. Here’s how.

Interview Past Buyers

Before you start telling your future buyers story, why not let past buyers do the work for you?

Interviewing previous customers about their experience from start to finish with your business will help you pull out key elements in the purchase process. But don’t rely on your past customers to open up with all the details you want to know. You’ll have to pull it out of them by encouraging them to tell their story.

Here’s how.

Set the scene. Asking open-ended questions might get your interviewee talking, but it could stifle how many details they’re willing to give. Set the scene by asking your buyer to tell you specifics. For example, start each interview off with, “Tell me about a time when…” This type of open-ended question immediately sets the tone for storytelling, which has a very different feel than a typical question and answer session.

Get experiential. As you progress in the interview, walk your interviewee through the process of telling his story. For example, encourage the person you’re talking to, to start at the beginning. Here’s one way: “Tell me about the moment you realized you needed product X.” That’ll bring the interviewee back to a particular moment in his life.

interview your past buyers to come up with your target buyer storyFocus on the sequence of events. This is where the meat of the interview lies. Focus your buyer on walking you through each stage of his experience step by step.

  • How did the purchase decision start?
  • How did he know he was ready to buy?
  • What was his process for finding your product?
  • What made him choose you over a competitor?

Talk sequentially to avoid jumping around the story and forgetting any important details.

Use these interview tools to conduct about ten to twelve interviews. When you’re finished, you’ll notice a few common threads floating to the surface. Use these threads when weaving your buyer’s story together.

Frame Your Story

With the story your past buyers told you about their purchase process, you’re in a good position to frame the story you’ll tell to your customers. You know the process your target market goes through when deciding to buy from you, putting you in the perfect position to use this process as your marketing framework.

The closer you can hone your marketing message to your customer’s journey, the better you’ll be able to penetrate your target market.

Choose Your Approach

With the framework in mind, decide how you will approach your customer with the story your business wants to tell. To do this, focus on some of the fundamental elements found in every good tale:

  • There is tension.
  • There is a hero (this will be your customer.)
  • There is a journey.
  • There is a happy ending.

Take your buyer through each stage. The tension is your customer’s pain points. It’s the things that keep them up at night. The hero is always your customer. The journey is their path to purchase. The happy ending is all of the benefits that happen once the purchase is complete.

Creating narratives that take your audience on a journey provides new paths or solutions toward solving their pain points along the buyer’s journey. –

Ready To Tell Your Target Buyer’s Story?

There’s a lot more that goes into targeting your buyers. With the right story in place, you can create a stronger marketing message, escalating your company’s growth. To learn more about how fast growing companies make this happen, check out our free report called, “The Ultimate Marketing Guide for High-Growth Companies.” In it, you’ll learn how these stories are used to drive sales more effectively.