What is a buyer persona?

Think of a buyer persona as a detailed character profile of your ideal customer – like creating a character for a story, but based on real data about the people who buy your product or service. It includes basic information like age and location, but also digs deeper into their challenges, goals, and behaviors.

For example, if you were starting a tutoring service, your buyer persona might be “Parent Paula” – a working mom looking for reliable academic support for her middle school student. You’d want to understand her schedule, budget concerns, and what makes her choose one tutoring service over another.

What is a Negative Buyer Persona?

A negative buyer persona (sometimes called an “exclusionary persona”) is essentially a profile of who you don’t want as a customer. Think of it like a “do not call” list, but for marketing – it helps you identify who you shouldn’t spend time and resources trying to reach.

Let’s break this down with some examples:

1. “Too Advanced” Alex

• Already has extensive expertise beyond what your product offers
• Example: A master chef who wouldn’t benefit from basic cooking classes
• Why exclude? Your beginner-level product wouldn’t meet their needs

2. “Resource-Intensive Rachel”

• Costs too much to acquire as a customer compared to potential revenue
• Example: Someone who lives so far away that shipping costs exceed product price
• Why exclude? The economics don’t make business sense

3. “Knowledge-Seeker Kevin”

• Only engages with your content for information, never intends to buy
• Example: A student researching for a paper who reads your blog but won’t become a customer
• Why exclude? They use resources but won’t convert to sales

Why are buyer personas so important?

Imagine trying to help a friend with homework without knowing what subject they’re studying or what they find difficult – it wouldn’t be very effective, right? That’s why buyer personas matter. They help businesses:

1. Create personalized marketing that speaks directly to customer needs
2. Develop products and services that solve real problems
3. Write content and messages that resonate with the right people
4. Better understand how to help their customers succeed

Research shows that when businesses really understand their audience, they’re 215% more likely to see success in their marketing efforts. It’s like having a cheat sheet for understanding your customers!

 Download now Buyer Persona Templates

Different Types of Buyer Personas

Unlike what you might expect, there isn’t a standard list of buyer personas that works for every business. Each company needs to create their own unique personas based on their specific customers.

Think of it like college majors – while many universities offer similar programs, each school customizes their curriculum to fit their students’ needs. Similarly, while two coffee shops might both target “Busy Professional Brad,” their specific versions of Brad might have different preferences and habits based on their location, price point, and offerings.

How to Create a Buyer Persona in 5 Steps

1. Research Your Customer

Start by gathering information about your target audience through:

• Surveys
• Interviews
• Website analytics
• Social media insights
• Customer feedback

Look for information about:

• Demographics (age, location, etc.)
• Behaviors (how they shop, what they read)
• Goals (what they want to achieve)
• Challenges (problems they need to solve)

2. Analyze Your Research

Look for patterns in your data, like:

• Common problems multiple customers mention
• Similar goals or aspirations
• Shared behaviors or preferences
• Recurring feedback or requests

3. Build Your Persona

Create a detailed profile including:

• A name for your persona (like “Student Sam” or “Professor Patricia”)
• Basic demographic information
• Goals and challenges
• Preferred ways to communicate
• Decision-making factors

4. Share With Your Team

Make sure everyone in your organization understands:

• Who your personas are
• How to talk to them
• What they need
• How your product/service helps them

5. Update Regularly

Review and update your personas annually as your customers’ needs and behaviors change.

Finding People to Interview

Think of this like recruiting study participants for a research project. Good sources include:

1. Current customers (like getting feedback from current students in a class)
2. Potential customers (people who might use your product/service)
3. Referrals (asking your network for introductions)
4. Online research platforms (professional research services)

Buyer Persona Templates

Example Personas

The image below is a B2B buyer persona for someone who works in HR. The persona paints a clear picture of the target customer’s struggles and how the business can best meet those needs. In this case, HR recruiting tools streamline processes, make recruiting easier, and help HR expertly manage their overall job duties.