To create a pen portrait, also known as a customer persona, you must deeply understand your target audience by imagining who they are, what motivates them, and what drives their behavior.
Here's a breakdown of the process:
1. Deep Dive into Understanding Your Ideal Customer:
- Imagine their identity: Don't just think demographically; create a full picture. Give them a name, an age, a job, and a family situation.
- Understand their personality: What are they like? Are they analytical and data-driven, or more creative and intuitive? How do they interact with others?
- Identify their motivations: What are their goals and aspirations? What are they trying to achieve in their personal and professional lives?
- Determine their driving forces: What are the core values that guide their decisions? What are their fears and frustrations?
2. Go Beyond Surface Level:
- Ask "Why" repeatedly: Don't stop at the obvious. Keep digging deeper to understand the underlying reasons behind their behaviors and decisions. For example, if a customer is looking for a budget-friendly option, ask why is budget so important to them? Are they saving for something specific, are they struggling financially, or are they just naturally frugal?
- Emphasize Emotional Connection: Pen portraits aren't just about facts; they're about understanding the emotional landscape of your customer. What makes them happy? What makes them frustrated? How can you address their emotional needs?
3. Turn Information into a Person:
- Give your Pen Portrait a Name and Photo: This will make the persona feel more real and relatable to your team.
- Create a Narrative: Write a short story about a typical day in their life. What challenges do they face? How do they spend their time?
- Focus on Relevance: Ensure that the details you include are relevant to your business and the problems you are trying to solve for your customers.
4. Key Questions to Consider:
| Category | Questions |
|---|---|
| Demographics | What is their age, gender, location, income, and education level? |
| Psychographics | What are their values, interests, lifestyle, and attitudes? |
| Behavior | How do they research products or services? What are their purchasing habits? Where do they spend their time online? |
| Goals & Challenges | What are their short-term and long-term goals? What are the biggest challenges they face in achieving those goals? |
| Pain Points | What frustrates them about existing solutions? What problems are they actively trying to solve? |
| Information Sources | Where do they get their information? What websites, social media platforms, or publications do they trust? |
| Technology | What devices and software do they use? Are they tech-savvy or more comfortable with traditional methods? |
5. Using the Pen Portrait:
- Inform Marketing Strategies: Use your pen portrait to target the right audience with the right message on the right channels.
- Improve Product Development: Understand customer needs and pain points to create better products and services.
- Enhance Customer Service: Train your team to better understand and empathize with your customers.
In essence, creating a pen portrait involves building a detailed, empathetic understanding of your ideal customer so you can better serve their needs and achieve your business goals.
