A buyer persona is a fictional and generalized
representation of your ideal customer. You’ll use market research and
information about your existing customers to build a persona.
Why do you need a buyer persona?
A buyer persona helps make your marketing efforts stronger
and more effective. It’s tough to buy advertising space or write content when
you don’t know who you’re talking to or where your ideal customer hangs out.
When you use buyer personas, however, you won’t be creating content
for some nameless, faceless person. Instead, you’ll know exactly who you’re
talking to, so you’ll be able to communicate more effectively and maximize your
What should you include in a buyer persona?
When you’re first building your business, it can be challenging to develop a persona because you’ll have to guess some details and make assumptions. As you learn more about your customers and their motivations, you’ll be able to build a more realistic buyer persona. Market research can also help you build robust personas.
Include as much information as possible, like:
You should also include their reasons for buying your
products or services. Think about any questions or concerns they might have
After you have all that information, give your persona a name and a face. You’ll feel like you’re talking to a real person when you’re writing your marketing content, which will make your content more personalized and meaningful.
You might realize that there are some types of customers
that you want to avoid at all costs. Maybe they’ll waste your time with tons of
questions about your product but have no real intention to buy. Or, they’ll end
up returning everything. No matter what type of customer you want to avoid, you
can build a negative persona for them.
A negative persona isn’t any different from your other buyer
personas. It will help you craft marketing messages that discourage specific
types of consumers from doing business with you completely.
When you know how to communicate with your ideal customer effectively, you’ll be more likely to attract shoppers who will keep coming back. Learn more about how to boost customer retention.
Each contributor on the Workful Editorial Team holds an advanced degree in business-related studies and/or communication and has written for other small business publications, including SmallBizDaily, HR.com, and Business.com. The information in this article is based on thorough research and has been edited for accuracy and timeliness by Workful’s Human Resources experts. While this blog is meant to inform and educate small business owners, it is not intended to provide legal, financial, accounting, or tax advice.