Mark Wickersham explains the importance of identifying different client types and building customer personas so that product/service packages (cheap, middle, premium) can be tailored to meet the specific needs of each buyer. He emphasizes that personas are crucial not only for marketing but also for pricing, to ensure each package aligns with a distinct buyer type.
Who are the different types of clients that buy from you? Who might buy a cheap package, who might buy a middle package, who might buy a premium package? And we need to try and identify those clients. We need to try and describe those clients. We have a picture of them. And ideally, we want to build a customer Persona. Customer Personas are really important in marketing, but they're also really important in pricing as well. And the reason for that is because we want to make sure that every package we build, what we put in each of the packages perfectly meets the specific needs of a particular type of buyer, a particular type of client.
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