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How to define my persona?

For online course creators.
3 minutes read.

The initial situation

Hi guys!

How to find your ideal customers? This should be the only question you focus on if your online course is not selling yet.  

As usual at ClassGrowth, we will give recommendations only for the online courses and coaching apps industry. Let’s go!

Keep in mind that you don’t need to have millions of people in your target audience to create a multi-million dollars business; most of the time, you only need tens of thousands.  

Imagine if you convince 5% of a 40.000 people audience to buy your product, this is already 2000 clients. If they pay $500 for your product, it means $1.000.000 in sales.  

Here are some good persona examples:

Product: Learn how to build an app without coding. => Audience: Entrepreneurs with a business background who struggle to build an app.

Product: Learn how to raise money from the best venture capitalists. => Audience: Entrepreneurs who struggle to raise money: small audience, but they are willing to pay a lot!

Product: Online course to learn how to get more energy by eating healthy food. => Audience: People who feel a lack of energy and who did not get results through traditional medicine.

So now we got some great examples, let see how to find your niche and build a course with a very high value proposition for them.

STEP 1 – KNOW YOUR AUDIENCE.

You need to understand profoundly who you’ll be talking to when selling your online program and what will trigger intent to buy with them.  

So what you have to do at this step is to spend time talking with your audience to find out about those questions:

Basic demographics:

Are they women, men? How old are they? Did they study? Where? Do they work? Which kind of job?

More profound questions:  

What are their biggest problems? (Most important question) What are their biggest fears? (Frustrations) What are the things that annoy them? (Frustrations) What are their biggest dreams? (Motivations) What do they desire most? (Motivations) What do they believe that most people don’t? (Audience specificity) Who do they admire? (Audience specificity)

The best way to find out about those things is to take your phone and call 10 of the people you think will be potential customers of your solution.  

Here is a non-exhaustive list of questions you can ask them to dig into the profound questions:  

To find out about their problems:

What’s the hardest thing about [doing this thing…]? Tell me about the last time you encountered the problem? Why was that hard? What have you done to try to solve your problem? (An excellent way to see if the problem is real, if they have done nothing, maybe it’s not such a big problem) What don’t you love about the solutions you’ve already tried? Who much does this problem cost you?

To find out about their frustration/motivations:

What are you afraid of? => Why is that scary?  

What do you think you should do to beat this fear?

Do you have a dream? => What did you do to accomplish it? => Doest it work? => Why do you dream about this?  

Audience specificity:  

Which kind of content do you like? Netflix? Which movies? Insta? Which influencers? Youtube? Which categories? Which influencers? Books? Which kind? Something else? What did you learn with this content? …  

STEP 2 – BUILD THE PERSONA.

Once you have spent time on the phone with your potential customers comes the time to describe what they have in common and on which point you want to help them.  

1st: You need to establish a clear definition of your ideal persona.  

2nd: You need to specify the main problems they have, and you want to help them with.  

Finally: You connect the persona with the problem, and you define which kind of prospect they are:

You want to focus on the people who are at the greener stage because they are the ones who will be most interested in your solution. We’ll try to convince the red ones later 😃 .  

Put another way, your ideal audience: – Feels the problem. – Pays to solve the problem. Regularly. – Is on the channel you’ve chosen to reach out to them. – And has a need to switch to you. Urgently.

If you think you have enough people in the green section to reach your sales target, we can start working on the third step.

STEP 3 – BUILD YOUR UNIQUE VALUE PROPOSITION. 

The hardest parts were the previous ones.  

If you have done the previous part correctly, this one should be straightforward.

Here is an excellent way to define (various) value propositions.  

First, you start with a significant problem your audience feels.  

Next, you describe some implications of this problem.  

Then, you explain what’s your unique solution to this problem.  

Finally, you specify the benefits of it.  

You usually tackle various problems, one of them being the most important one.

Here are some examples from an online class for first-time entrepreneurs who want to learn sales:

We hope this short article helped you ! If you want to get recommendations to improve your marketing, feel free to request your personalised video to ClassGrowth’s team👇

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