buyer personas

your ideal customers

Buyer personas are fictional, generalized representations of your ideal customers.

Personas help us all — in marketing, sales, product, and services — internalize the ideal customer we’re trying to attract, and relate to our customers as real humans. One of the best ways to create content and plan promotional campaigns that truly engage your target audience is by creating a buyer persona.

By creating your own buyer personas, you’ll gain the ability to tailor your marketing efforts and connect with your target audience to meet their needs and solve their problems.

Having a deep understanding of your buyer persona(s) is critical to  product development, sales follow up, and really anything that relates to customer acquisition and retention.

  • What causes certain buyers to invest in solutions like yours, and what is different about  buyers who are satisfied with the status quo?
  • What operational or personal results does your buyer persona expect to achieve by purchasing this solution?

So how many of these “human beings” do you need to create?

It is recommended that you make three to five personas to represent your audience; this number is big enough to cover the majority of your customers yet small enough to still carry the value of specificity.

You want to know who the person is, what they value, and how best to speak to them

Persona information specific to your customers

  • Name of the persona
  • Job title
  • Key information about their company (size, type, etc.)
  • Details about their role


  • Age
  • Gender
  • Salary / household income
  • Location: urban / suburban / rural
  • Education
  • Family

Goals and challenges

  • Primary goal
  • Secondary goal
  • How you help achieve these goals
  • Primary challenge
  • Secondary challenge
  • How you help solve these problems

Values / fears

  • Primary values
  • Common objections during sales process

Beyond the basics, you will find that your specific business might need specific information.

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