Defining a Buyer Persona
Take 5 - 10 minutes to create an accurate buyer persona for your company...more detail the better. The goal is to carefully define your ideal prospects (or negative prospects) so that you can create content that resonates.
Sample Template - The "Who"
What jobs does this person have? What is their career path? What is their family life like?
Is this person male or female? Age? Income level? Location? Urban or rural, etc.?
What is their demeanor like? Communication preference? Any obstacles or gatekeepers?
Sample Template - The "What"
What is their primary goal? Secondary goals?
What is the biggest challenge they face? Secondary challenges?
7. WHAT CAN WE DO?
How can we help them achieve their goals? How can we help them overcome their challenges?
Sample Template - The "Why"
8. REAL QUOTES
Actual words you've heard from them about their goals, challenges, etc.
9. COMMON OBJECTIONS
Why wouldn't they buy your products or services? Barriers?
Sample Template - The "How"
10. GAME PLAN - MARKETING MESSAGING
How should you describe your solution to this persona? What do they care about most? What will resonate?
11. ELEVATOR PITCH
What's your quick sales pitch to sell them on your solution?
Company or Organization Name
How would you like to name this persona?
Is this a Positive (ideal) or Negative (unwanted) Persona?
Which information channels do they use to get questions answered?
Which of your goods or services are they interested in?
What sorts of media are likely to resonate with this persona?
If this persona becomes a client, what is their estimated lifetime value?
How long is the typical sales cycle for this persona?
Optional - Add an image for this persona
You want your buyer persona to be as accurate and realistic as possible. Typically a headshot or artistic representation of this person helps writers and content creators stay on track. Square format is best...but don't sweat it.
Accepted file types: jpg, gif, png, Max. file size: 300 MB.
Here's an example:
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