Best Buyer Persona PDF Ever

Understanding Buyer Personas
Buyer personas are fictional representations of your ideal customer. Buyer personas
go by many names; you may have heard them called customer avatar, ICA (ideal
customer avatar), customer persona, buyer profile, target customer, etc.
They are based on real information about your customer demographics, outline and
offline behaviour, education, personal history, motivations, and concerns.
They tell you what prospective customers are thinking and doing as they weigh their
options to address a problem that your company resolves.
As you’ll see in the exercise in this workbook, building a buyer persona is more than
just a creating a description of your buyer.
We want to dig as deep as we can into their mind to see how they think, what
influences their decisions, and learn more about their goals, fears, and interests.
Why Buyer Personas are Important

Unfortunately, many companies are quick to dismiss the need for buyer personas. In doing
so, many companies quickly go out of business as they are ignoring essential questions:
Who are we talking to?

Why should they care?
What are we going to say that is relevant to their needs?
From a marketing standpoint, developing personas allows you to create content and
messaging that appeal to your target audience.
When should you do the buyer persona exercise?
Developing a new company

Launching a new product or service
Expanding your company
If you have never created one, now is a perfect time
PropelYourComapny.com © Propel Marketing & Design, Inc.

Creating a Buyer Persona
Avoid the fluff and focus on what matters. Each company is different. We have
outlined the basics that relate to most companies, but please add on as you see fit.
To conduct authentic research that has reliable results, you should include focus
groups or one-on-one interviews, that way you can get an in-depth analysis of your
buyers.
Sending online questionnaires to your buyers is another way of creating a buyer

persona for your business, however; people don’t always jump for joy over the idea of
filling out a questionnaire. To encourage the people to fill out your survey, you could
give them an incentive.
How many buyer personas should you have?
You can have as few as two or as many as 20 buyer personas depending on how
many demographics you are targeting. But don’t go too crazy.
Segment for multiple personas

Before you start filling out the worksheet, make sure it’s a distinct segment of your customers.
You’ll want to:
Identify the segment
Give it a name (it’s much easier to connect with “Jane” than “a woman between the
ages of 20-25”)

Buyer Persona Questions
Get inside your buyers head by filling out the following form. Fill out one form for each of your
segmented audiences.
There are four ideal client tables for you to fill out:
1 Background & Demographics 4 Problems, Fears, & Objections
2 Goals & Values 5 Solution
3 Sources of Information & Inspiration 6 Picture & Additional Information
1 Background & Demographics
Name
Age
Gender
Relationship status
Level of education
Where they live
Life beliefs
Occupation
Annual income
Job title
Years in business
Business revenue
Number of employees
Hobbies
Interests
Quote
Addition Information

2 Goals & Values
Goals
Values
3 Sources of Information and Inspiration

What books do they read?
Favorite magazines, music, TV shows, etc.
What do they Google (list everything

related to your business)?
What blogs or websites do they frequent?
What are their favorite apps?
What social media channels do they use?
What conferences or events do they go

to?
Which gurus do they follow?
What influencers do they follow?
What brands are they loyal to?
Additional information

4 Problems, Fears, & Objections
What worries keep them up all night?
What triggers fear for them?
What challenges do they face on a

daily, weekly, monthly, yearly basis?
What are their pain points?
What do they really want that they

don’t have now?
What’s stopping them from getting

what they want?
What have they tried that didn’t work

for them?
What objections might they have

about investing in your
product/service?
Additional information

5 Solution
Your Solution:
What can we do to help them

achieve their goal?
What can you do to help them

overcome their challenges?
6 Picture & Additional Information
Add a picture and additional

information to finish building
out your persona.
Feel like getting digital with it, Xtensio has a pretty little drag-and-drop persona creator. It’s
free too. Drag and drop modules into place.

Best Buyer Persona PDF Ever

Uploaded by

Copyright:

Available Formats

Best Buyer Persona PDF Ever

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Best Buyer Persona PDF Ever

Uploaded by

Copyright:

Available Formats

Understanding Buyer Personas

Why Buyer Personas are Important

Who are we talking to?

When should you do the buyer persona exercise?

Developing a new company

PropelYourComapny.com © Propel Marketing & Design, Inc.

Sending online questionnaires to your buyers is another way of creating a buyer

How many buyer personas should you have?

Segment for multiple personas

PropelYourComapny.com © Propel Marketing & Design, Inc.

1 Background & Demographics

Where they live

PropelYourComapny.com © Propel Marketing & Design, Inc.

3 Sources of Information and Inspiration

Favorite magazines, music, TV shows, etc.

What do they Google (list everything

What blogs or websites do they frequent?

What are their favorite apps?

What social media channels do they use?

What conferences or events do they go

Which gurus do they follow?

What influencers do they follow?

What brands are they loyal to?

PropelYourComapny.com © Propel Marketing & Design, Inc.

What worries keep them up all night?

What triggers fear for them?

What challenges do they face on a

What are their pain points?

What do they really want that they

What’s stopping them from getting

What have they tried that didn’t work

What objections might they have

PropelYourComapny.com © Propel Marketing & Design, Inc.

What can we do to help them

What can you do to help them

6 Picture & Additional Information

Add a picture and additional

PropelYourComapny.com © Propel Marketing & Design, Inc.

You might also like