Benefits Disadvantages Is dropshipping for you?

9. Marketing
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If you want to get more detailed demographic and psychographic 
data, there are other tools you can use. You can also leverage 
user-generated content, like contest entries or survey responses, 
to collect this sort of information.
Once you’ve gotten enough demographics and psychographics, you can create a 
buyer persona like the one included at the beginning of this chapter. I recommend 
starting out with two (one male, one female) and using those for a while. If you’re 
running into trouble, try creating additional personas, as you can focus on other 
data points and potentially learn something new about your audience. A detailed 
buyer persona can help inform and improve your marketing strategies drastically.

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Creating negative buyer personas
You can also create negative buyer personas if you want to take a super-targeted 
approach to marketing. This step isn’t necessary, but it doesn’t hurt.
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A negative persona is the type of person you don’t want to sell to. At first, this 
seems crazy. Why would you want to avoid selling to some people? Because not 
everyone is part of your audience. If your niche is fishing products, you won’t want 
to market to firefighters. Negative personas narrow down your list of who you 
should be targeting.
Negative buyer personas are trickier to create because it’s hard 
to know who to exclude. A good starting point is to think about 
who your problem customers are. This gets easier once you’ve 
been in business for a while and have interacted with lots of 
different types of people.
Then you can create a buyer persona like you usually would, only this time you’ll be 
focusing on customer types to avoid. This is one of the more advanced marketing 
strategies that can really help you concentrate on the specific types of people who 
will love your products.

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