The Merchant23 Blog

The Winery Direct Intro to Buyer Personas and Leads

Jun 12, 2019 7:26:31 PM / by Cyrus Azari

Every business is selling something, and if that something doesn't sell, the company isn't around for long! Jacob Moynihan made sure to drill this into my head!

How can you get more people to buy your product? Simple, find the people that are interested in whatever you have to offer.


Easy! Well, not really…


First thing you need to do is fine potential customers, otherwise known as leads. What is a lead? A lead is a person or business entity that has an interest in your companies services or products.


Before you embark on finding these leads, it's best to understand what makes a good lead for you. To do that, you need to create a buyer persona. Your buyer persona is a fictitious representation of your "target" customer. At Merchant23 one of our buyer personas is Liquor Store Larry. (Wine/Spirit/Alcohol Sellers, pay attention here!)


We documented every aspect of Liquor Store Larry - his demographic, where he consumes his content, and the genre of that content. We wanted to tailor our value proposition in a way that Larry would pay attention to it.


Whenever we created a marketing campaign we never asked ourselves what would be the best campaign, we always "asked" Liquor Store Larry, our fictitious buyer persona, what he would like to see.  


In your marketing messages, make sure to outline your goods and services in a framework that will engage your buyer persona.


Here's an example, using Liquor Store Larry. Put yourself in his shoes and try to understand what pains he has.


The 3 tier distribution system in the alcohol and beverage industry is choking the small guys. More prominent box retailers like Total Wine and More, Costco, Trader Joes, to name a few, have the capital to establish closer partnerships with state distributors to bring product directly from the winery at a lower price. Known as "winery direct," this allows them to undercut prices and drive Mom and Pop stores - like Larry - out of business. Our marketing to Larry highlighted this pain point, then offered a solution to compete using our services.


Download Our Sellers Success Guide Here!


Does Larry want to be squeezed out? Of course not! Does he need solutions to educate himself on ways he can compete? Yes, and our marketing positioned itself as a solution. All of this is done to attract Liquor Story Larry to our website, have him engage with our content, and become a lead for us to market to.


A lead doesn't necessarily translate into straight dollars, and it sometimes might take nurturing that lead before they blossom into a beautiful customer.


To nurture leads, you will need to target your buyer persona with relevant, helpful content. And make it useful to them, it shouldn't be a gimmick, it should be an authentic use of the customer's resources and provide value.


Remember that your leads are not quite customers, and you are going to help them get there through creating content that speaks to helping them. For more information feel free to schedule a consultation hereOr, you can download our sellers success guide below. 

Download Our Sellers Success Guide Here!


Topics: Winery-Direct Buyer Persona Leads

Written by Cyrus Azari

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