Entry Level Digital Marketing Mission 5 - Dream Buyers


Pareto Principle

The Pareto Principle states that 80% of the results will come from 20% of your efforts.

In marketing, it states that 80% of your revenue will come from 20% of your buyers (or less).

**The Dream Buyer Analysis**

Ask questions to understand their:

  • Hopes and dreams
    • How is your product helping them achieve their hopes and dreams?
  • Pains and fears
    • Loss aversion is actually more powerful than appealing to someone's hopes and dreams.
  • Barriers and uncertainties
    • Identify the key barriers or uncertainties people have when they consider using your product.
    • What makes them hesitate when you push for a sale?

You can find answers to questions via:

  • Keyword research
  • Surveys and interviews
  • Articles and posts
  • Marketing analytics

Who is your Dream Buyer?

Answer the questions about your Dream Buyer

  • What are their biggest pains and fears? (Aim for 3)
  • What are their biggest hopes and dreams? (Aim for 3)
  • What are some barriers or uncertainties they may have? (Aim for 3)
  • Where does our dream buyer hang out and congregate?
  • Where does our dream buyer get their information?
  • What is their biggest frustration and challenges?
  • What is their preferred form of communication?
  • What exact phrases and language do they use?
  • What does a day in your dream buyer’s life look like?
  • What makes them happy?

Think about Answers:

Customers of the Recipe App: LeftOvers

  1. Biggest Pains and Fears:
    • Financial strain: They worry about wasting money by letting leftover ingredients go to waste and not maximizing their grocery budget.
    • Lack of meal variety: They may feel stuck in a repetitive cycle of using leftovers in uninspiring ways, leading to culinary boredom.
    • Guilt over food waste: They feel guilty about contributing to food waste and the environmental impact it has.
  2. Biggest Hopes and Dreams:
    • Saving money: They aspire to reduce their grocery expenses by utilizing leftovers effectively and making cost-efficient meals.
    • Culinary creativity: They desire to discover new and exciting ways to transform leftovers into delicious and satisfying meals, expanding their cooking repertoire.
    • Sustainability: They dream of actively participating in reducing food waste and making a positive environmental impact through their cooking choices.
  3. Barriers or Uncertainties:
    • Lack of inspiration: They may struggle with finding creative recipes and ideas specifically tailored to their leftover ingredients.
    • Time constraints: They may worry about the time and effort required to plan meals around leftovers and may feel overwhelmed by the process.
    • Uncertainty about taste and quality: They might be unsure about the outcome of using leftovers and fear that the resulting meals may not taste as good or be as enjoyable.
  4. Where They Hang Out and Congregate:
    • Online cooking communities: They participate in forums, Facebook groups, or Reddit threads related to cooking, meal planning, or frugal living.
    • Food-related social media platforms: They engage with content on platforms like Instagram, Pinterest, or TikTok that focus on cooking, meal prep, and recipe sharing.
    • Budget-conscious living forums: They join communities or websites that discuss personal finance, budgeting, and money-saving tips.
  5. Where They Get Their Information:
    • Cooking websites and blogs: They gather recipe inspiration and cooking tips from popular cooking websites like Food Network, Bon Appétit, or AllRecipes.
    • Social media influencers: They follow food bloggers, chefs, or cooking enthusiasts who share recipe ideas, cooking hacks, and meal planning strategies.
    • Online forums and discussion boards: They seek advice and recommendations from like-minded individuals who share their interest in cooking, meal planning, and reducing food waste.
  6. Biggest Frustration and Challenges:
    • Lack of guidance: They struggle with finding a reliable source of guidance specifically focused on creating meal plans with leftover ingredients.
    • Food spoilage: They find it frustrating when leftover ingredients go bad before they can use them, leading to waste despite their intentions.
    • Limited storage space: They may face challenges in organizing and storing leftover ingredients, especially in small kitchens or refrigerators.
  7. Preferred Form of Communication:
    • Digital platforms: They prefer communication through email, app notifications, or social media platforms that provide convenient access to information and updates.
  8. Exact Phrases and Language:
    • "I hate throwing away food; it feels like throwing away money."
    • "I need help with creative recipes using leftovers."
    • "I want to make the most of my grocery budget."
    • "How can I reduce food waste and still eat delicious meals?"
    • "I'm tired of eating the same leftovers all the time."
  9. A Day in Their Life:
    • They plan their meals ahead, incorporating leftover ingredients to minimize waste.
    • They seek recipe ideas online or in cookbooks, looking for inspiration on how to use their leftovers creatively.
    • They visit the grocery store to purchase fresh ingredients and assess what's available in their fridge for repurposing.
    • They prepare meals, incorporating leftovers into new dishes, experimenting with flavors, and trying to keep things interesting.
    • They feel a sense of satisfaction and accomplishment when they successfully transform leftovers

The Survey

What questions would you ask in your survey?

  1. What are your biggest challenges when it comes to using leftover ingredients in your meals?
  2. What are your hopes and aspirations when it comes to utilizing leftover ingredients effectively?
  3. What uncertainties or barriers do you face when trying to incorporate leftover ingredients into your meal plans?
  4. Where do you usually seek information or connect with others regarding cooking, meal planning, and reducing food waste?
  5. What frustrates you the most about utilizing leftover ingredients in your meals?
  6. How would you prefer to receive updates and communicate with us?
  7. In your own words, describe your biggest pain points or fears when it comes to using leftover ingredients in your meals:
  8. In your own words, share your hopes and dreams related to utilizing leftovers effectively:
  9. Are there any specific phrases or language you use when referring to utilizing leftovers or creating meal plans from leftover ingredients? Please provide examples.
  10. Walk us through a typical day in your life when it comes to planning and preparing meals using leftovers. What challenges do you face, and what makes you happy?

Thank you for taking the time to complete this survey! Your feedback will help us better understand your needs and improve our app to meet your expectations.