.png?width=1080&height=1080&name=Untitled%20design%20(46).png)
Should you sell your product to every customer that’s willing to purchase it? In your ideal world the answer is an obvious yes. More sales equates to more profits and at the end of the day the goal of a business is to maximize that. The problem with that method is what happens when your product ends up in the wrong hands. If you’re selling a complex computer made for software engineers and you decide to market it to all customers in an attempt to maximize profits, you’re in for a rude awakening. What do you think is going to happen when a person who still needs their kid to help them check their email gets a hold of your product? I’ll save you the suspense, there’s a high chance they’re going to be dissatisfied. Now, this doesn’t sound so bad. You can’t win them all, right? True, but in 2019 this isn’t so simple.
Light might be the fastest thing on earth, but sound isn’t far behind and the last thing you want
is for those sound waves to be carrying a negative message about your product. The average dissatisfied customer will tell about five people about their negative experience. On top of these five people, it’s become common practice to voice complaints on the internet. The scary part about this is that we are living in an era where people crave authenticity and there’s nothing more authentic than someone revealing all of the strong feelings they have towards your product. A large portion of the population actually bases their purchases off of the reviews they read online. This could easily cause a huge threat to your product.
Want to ensure you have happy customers? First, you need to understand that consumers purchase products to solve some type of problem or fulfill some type of need. Carrots are the solution to the problem of wanting a healthy snack. Buses are the solution to the need for affordable transportation. Each product is the solution to at least one problem. Next, you need to 
consider what problem your product is the solution to. Once that’s figured out, you need to identify the different types of people who experience the problem that your product solves. For example, a minivan solves the need for family transportation. This would mean that a minivan’s customer base most likely consists of parents with at least two kids and who are involved with at least one sport. This type of customer identification is called a buyer persona. A buyer persona is defined as a semi-fictional representation of your ideal buyer based on data, interviews, and some educated guesses. You could even give this buyer persona a name like Family Frank or Family Fiona. This method allows you to focus on a specific customer base instead of casting a wide blanket of marketing attempts and seeing what pans out. This will save time, money, and customers. By focusing on specific buyer personas when marketing your product you are optimizing your product’s sales opportunities while simultaneously ensuring that your product ends up in the hands of those that will consider yourproduct for what it is, a solution, instead those that will misunderstand it and be dissatisfied.
