Buyer Personas

How to pull together the critical elements of a buyer persona.

If you are selling anything to anyone, one of the most important things you can do is to create a detailed buyer persona. This exercise accomplishes many things:

  • Provides information about your buyer to any other stakeholders who might need it – for example your employees, and external stakeholders like agencies or freelancers
  • Acts as a touchstone for every marketing promotion you execute so you can always answer the question “what will this do for my customer”
  • Helps you better understand your buyer, their motivations to improve the quality and return on the marketing programs that you execute

It’s important to note that while it might be tempting to take shortcuts, it won’t be nearly as useful if you do. Many people thing that they know their buyers and will just start writing out what they *think* is representative of their typical customer. The thing to remember is everyone is different. Even if YOU are your target buyer, there are people who think, feel and are motivated by different things than you are.

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