Overview of the Three Files
Every marketer knows that understanding your audience is crucial. But how do you gather and maintain this knowledge without drowning in data? Enter the ‘Three Buyer Files’: Problems, Phrases, and Proof. These living documents are your go-to resources for real-time insights into your buyers. They help you create content that resonates, campaigns that convert, and strategies that work.
Let’s break down each of these files and show you how to build and maintain them.
1. Problems File
Your Problems File captures the pain points, challenges, and needs of your buyers. This isn’t just a list of complaints; it’s a detailed account of what keeps your audience up at night.
How to Build It
- Customer Conversations: Talk to your customers. Use interviews or surveys to dig into their struggles.
- Social Listening: Monitor social media and forums. What issues are people discussing that relate to your product?
- Support Tickets: Review customer service inquiries. They can highlight common problems.
How to Keep It Updated
Set aside 10 minutes each week to review new customer interactions. Add new problems as they arise and remove any that are no longer relevant.
2. Phrases File
This file is where you collect the exact language your customers use. It’s about understanding the words and phrases that resonate with them.
How to Build It
- Direct Quotes: Capture phrases from customer interviews or testimonials.
- Online Reviews: Analyze reviews on your product or competitors’. What language do customers use?
- Keyword Research: Use SEO tools to find phrases your audience is searching for.
How to Keep It Updated
Dedicate another 10 minutes weekly to review new customer feedback and interactions. Add any new phrases or remove outdated ones.
3. Proof File
Your Proof File is a collection of evidence that supports your claims. This includes case studies, testimonials, and data points that validate your product’s effectiveness.
How to Build It
- Case Studies: Document successful customer stories. What problems did they solve with your product?
- Testimonials: Collect and organize customer feedback that highlights specific benefits.
- Results Data: Keep track of metrics that showcase your product’s impact.
How to Keep It Updated
Spend 10 minutes each week gathering new testimonials or updating existing case studies with fresh data. This keeps your proof current and compelling.
How They Plug into Copy, Creative, and Strategy
Now that you have your three files set up, how do you use them effectively?
Copywriting
Your Problems and Phrases files are essential for crafting compelling copy. Use the problems to define the pain points in your messaging. The phrases give you the exact language to engage your audience. This ensures your copy speaks directly to their needs.
Creative Development
When developing creative assets, refer to your Problems File to identify the core issues your visuals should address. Use language from your Phrases File to guide the tone and messaging in your campaigns. This keeps your creative aligned with what resonates with your audience.
Strategic Decisions
Your Proof File supports strategic decisions. When considering new initiatives, refer to your case studies and testimonials to assess potential outcomes. This evidence-based approach will guide your strategy and ensure it aligns with proven success.
Low-Maintenance Management
Maintaining these files doesn’t need to be a burden. With just 30 minutes a week, you can keep your buyer research living documents fresh and relevant. Here’s how to streamline the process:
- Schedule Time: Block off 30 minutes each week on your calendar. Consistency is key.
- Collaborate: Involve your team. Share the responsibility of gathering insights and updates.
- Use Templates: Create a simple template for each file to make it easy to input new information quickly.
Conclusion
The ‘Three Buyer Files’ – Problems, Phrases, and Proof – are essential tools for any marketer. They enable you to stay connected with your audience and ensure your messaging is relevant and effective. By dedicating just 30 minutes a week to maintain these living documents, you can significantly enhance your marketing efforts and drive better ROI. Start building your files today and watch your marketing strategy become sharper and more aligned with your audience’s needs.