Basic Demographics
Gender: Male
Age: 57
Location: Pacific Northwest
Ethnicity: Northern European
Education level: MBA
Income level: $150,000
Industry/job: Family Local Outdoor Supplies Chain
Preferences and Habits
Interests: Outdoors, Science & History. [Also literature, spirituality & politics, but doesn’t talk about it to most people]
Hobbies: Biking, hiking, camping, catch & release fly-fishing, gardening
Passions: Environment, Education, Family
Personality: Understated, Strong, Generous, Stable
Types of blogs he is likely to read: Outside Online, Christian Science Monitor, New York Times, Slate, Daily Kos, Brain Pickings, Medium, Copyblogger
Which magazines does he read? Outside, National Geographic, Science, Discovery, Entrepreneur, Inc, Men’s Health
What would make him trust a new source/blog/brand? Experience, research, recommendations from customers/friends
Which social issues are likely to affect him? Sustainability, social justice
Does his job satisfy him? Y/N Yes, but always looking to make it fresh.
What is his primary need/concern in life? Immediate family and extended family, legacy of the business. Wants to have something to leave to his kids and nieces/nephews
What’s his general disposition? How does he view the world?
Favorite book: John McPhee Reader
Favorite type of restaurant/food: Local cafe that is local sourced with some ethnic inspired dishes. Eats meat but would like to be more vegetarian.
If he had a completely free day, what would he spend it doing? Go fly-fishing
Does he enjoy traveling? Where is he most likely to go in the next year? Enjoys a lot of day trips but also travels. Takes about 4 trips a year. Takes a bit of work with him so he can indulge in a variety of experiences. 1) Hawaii–family trip–long established ritual from his days in the Navy 2) Someplace he’s never been–always an adventure 3) Archaeological dig–secret desire to be a scientist 4) Cultural destination–a bit more luxe w/ his wife
What type of computer does he use? What type of device will he likely first access your brand on? iPad –his eyes aren’t what they used to be. He prefers it over his phone and lighter than the laptop. Apple–desktop, Airbook, iPad…thinking of an Android phone upgrade.
Social Habits (Does he use these networks? If so, how often?)
Pinterest: His wife & daughter are telling him it is good for business. Hasn’t done anything with it yet.
Twitter: A little bit. Knows he should be on it more.
Google+: Interested in some HOAs, experimented with some communities. Not too much.
Facebook: Family only. Not much. Weekly or so check in.
LinkedIn: Profile set up ages ago. Needs updating
Instagram: Knows he should, but can’t think to use his phone for pics.
YouTube: Sees real potential for business. Hasn’t tapped it though. Also interested in podcasts.
Other social networks: Son and daughter on Tumblr and Vine
Email: Sends out a quarterly newsletter
On which network(s) or email platform is he most likely to share information or
recommendations with his friends? Still an emailer. But will share on Twitter too.
Does he have a smartphone? Y/N Yes
How often does she “go out” in his city? Frequently for workaday lunches. One night dinner & show with wife. Occasional sports bar with the guys.
Money Habits Modest daily habits. Not a spender. Enjoys quality. Indulges and enjoys special times.
What’s his biggest expense each month? Daughter’s college costs
Second biggest? Insurance for the cars, home, and health for his family
What does she enjoy spending money on that she can afford?
What is he likely to splurge on? Good food, travel, quality gear, books, music
From which stores would he like to receive a gift card? Nordstroms (because Meier & Frank and Bon Marché were bought out and ruined by Macys) LLBean
If he buys your product, reads your blog, or enlists your services, how will he feel about your content? A pleasant diversion that is surprisingly useful. Makes him think…but not so much as to make his brain ache.
Good to Know
List the top three reasons she might “follow you” or read your content regularly: 1) Engaging 2) Useful 3) Entertaining
What would make him share your blog with others? If I hit 2-3 out of the 4 Copyblogger U’s: Unique, Ultra-specific, Useful & Urgent.
List five questions he is most likely to have about you or your blog:
1) What can I do with limited time and resources to gain more visibility?
2) How can I make my newsletter more interesting? Build my email list?
3) How can I engage my staff?
4) How can I tell our company story better?
5) How can I compete more effectively against the chain and online stores?
6) What do we blog about? How could we use podcasts? HOAs or YouTube? Pinterest?
“To live is so startling it leaves little time for anything else.” ~Emily Dickinson Lori Sailiata