First of all, everyone needs to know, what is a user portrait?
User portrait is a tagged user model abstracted according to the social attributes, living habits and other behaviors of target customers. It sounds very abstract. I'll tell you a little case, and you'll understand.
It turns out that I am a copywriter consultant in a health store, and two interns give them the same task every day, handing out 200 drainage leaflets. But one person's flyer arrival rate is always about 25% higher than another. Ask him how he did it. He said: only for people over 50 who are well dressed, it is best to wear glasses and not walk in a hurry. These people have medical care needs, and they are generally retired workers who have money and time. The other party sends it to everyone. Retired workers over 50 who have money and time are portraits of customers in health stores.
So, we have to understand, why do you want to do user portraits?
When writing a copy of selling goods, the user portrait can help you understand the user's psychology and needs, understand the user's pain points and desires, and what factors affect their purchase decisions, so that you can find a suitable starting point and trigger * * * to sell goods.
It should be noted here that the user portrait should be a single person, not a group of people. You have to find out what buyers are thinking, doing, where they often go, and what words and ceremonies they are highly sensitive to. Only one person can you see him clearly and understand him.
For example, your target group is new middle-class women. You can describe it like this: Lily, 30 years old, white-collar, 2 1 1 graduated from university. Now she is the editor-in-chief of a new media company, with a monthly salary of 20 thousand, and lives in Beijing's fourth ring road. Take care of the baby with one hand and be a nanny in the workplace with the other. This shows her age, education, occupation, income level and living conditions.
Her motto is "Mother is a role model for children". Like reading, eager for greater improvement. Usually, she will go shopping with her girlfriends, and she will also join some growing communities and travel abroad. This sentence shows the places she often goes, and also shows her interests and values.
She is curious about new things and willing to try. But they have their own judgment principles, such as cost performance, and they will not hesitate to reflect their better living standards. She doesn't want to follow the crowd, but she is easily influenced by excellent people around her. This sentence explains her consumption concept and shopping decision-making factors.
Through the role setting, we can know which ceremony and scene this person is sensitive to, and what factors affect her purchase decision. To find out her psychological activities about these words and scenes, it is easier to talk to her, and you will have a better way than targeting a group of people. If you can sell the product to her, it will be easier to sell it to the group she represents.
When making user portraits, most people easily step on these two common misunderstandings.
For example, when we sell masks, the target group is women who want to be beautiful. If you want to promote the activity of "you can buy a mask at a 20% discount when you become a member", there are probably very few registered users.
Don't users want to take advantage? Don't women want to be beautiful? Of course not. What's the problem? There is no clear user portrait.
For example, girls around the age of 20 are eager to whiten and acne, and the price acceptance is at the low end; 30-year-old white-collar worker, who often stays up late and works overtime, wants to get dark circles, prevent wrinkles; After giving birth to the baby, Ma Bao has pregnancy spots and dull relaxation. She wants to remove spots and tighten them, because she has a stable income and has higher requirements for the brand.
Therefore, don't speculate that your target users are "all women", but do accurate analysis, specifically what age group, what job, in which spending power range, and so on.
The survey data is very detailed and the percentage is very accurate, but the data is found and put there. When writing a copy, there is still no direction. I don't know what the user needs, and I can't get the pain point of the user.
Next, let's talk about the focus of this lesson: how to make customer portraits efficiently and use them skillfully in your tweets? I summed up the four steps for you and explained them in detail with a case.
This is rhinitis spray. At that time, there were many rhinitis products on the market, at least twenty or thirty kinds. Why can we sell 654.38+million orders in three months, and the sales amount exceeds100000? Among them, the most important point is that I have thoroughly understood the users of this group. How on earth did I do it?
The first step: find out the product function and find the user according to the map.
The purpose of user portrait is to sell goods, so the analysis of customers should start with products, consider clearly what needs the products meet, and deduce the characteristics of customers.
For example, the characteristic function of nasal spray is to dredge nasal congestion and relieve rhinitis. Then I can deduce who are the people with high incidence of nasal congestion and rhinitis and what their characteristics are. Maybe you will ask: What if you don't know this group? The answer is: with the help of data tools.
Commonly used tools here are: Baidu Index, WeChat Index, Business Staff, Internet Data Information Center, etc.
Take Baidu Index as an example. If you enter "Baidu Index" in Baidu search bar, the data query interface of Baidu Index will appear. Then enter the keywords you want to query, such as "Rhinitis" and "Nasal congestion", and click "Portrait of People" in the menu bar, and you will find the relevant information of rhinitis groups, including gender ratio, age distribution, geographical distribution and interest distribution.
So you have a general outline. Then according to the most concentrated information in the data, corresponding to a rhinitis patient around you, such as husband and colleague, let you see a living person.
Step 2: Refine key tags and describe role settings.
Extract the typical characteristics of customer base and key labels, which can include the following categories:
Different products have different sensitive labels. For example, the beauty industry is not sensitive to height, and the wealth management industry is not sensitive to height and physique. Therefore, in the process of customer analysis, we should grasp the granularity, not too small, not too big. Specific analysis of specific problems does not need to be comprehensive, and key labels can be refined.
But at this time, you will find that you have no feeling in the face of these cold basic data. What should I do? You should give your customers specific roles through the method of "role setting" and set roles for your customers, instead of saying "customers" and calling them by their first names. Let it go, fresh and three-dimensional.
The character I described is: Lin Zi is a white-collar worker of 3 1 year old. Now I am a sales supervisor in an Internet company, with a monthly salary of1.2000. He lives in the fourth ring road in Guangzhou and goes to work by subway every day. She is in a critical period of hard work, and she has a "bear it" mentality about her little physical condition.
Regarding the role setting, it should be noted that there may be 2-4 role prototypes for different product customer groups, and you only need to describe the most representative 2-3.
Step 3: Lock the pointcut with the help of big data tools.
Rhinitis is very painful, but users' portraits understand that this target group is generally "procrastinating". How to make them act? At this time, you need to use big data to find the entry point and stimulate him to act immediately. Otherwise, the pain of rhinitis has not been activated, and it will always be a potential demand.
According to Baidu index, rhinitis increases obviously in February, March, September and 65438+1October every year. Why? In the spring of February and March, catkins are flying all over the sky. 9, 10 autumn, cool rain, and these two points are important factors that induce rhinitis. I took this case in the fall.
Therefore, I will lock in the "autumn" as the breakthrough point, trigger the fear switch of rhinitis among customers, and make the potential demand become a just need that has to be solved.
Among them, "Colleagues in the Woods", "Departmental Meeting" and "Squeezing the Subway to Work" are the inspirations found through role setting. And it is a comprehensive prototype of the target group, and it is more likely to cause * * *.
User portraits are used to sell goods, but here is a question: if there is a curse, will customers definitely buy your products? Not necessarily! He also has other substitutes, such as rhinitis cream and normal saline.
Step 4: sort out the selling points and attack well so that he can only buy yours.
According to the customer portrait, I know that the target group mainly pays attention to three kinds of problems:
In view of the above customer analysis, we can work out the key countermeasures to sort the selling points, solve his concerns one by one through a series of income certificates, and guide the transaction:
The final selling point is: efficacy evidence > authoritative endorsement > safety > experience > product raw materials > product price (cost performance).