As a consumer, there is no better feeling than finding the perfect product for you. As a business owner, creating that feeling for your customers is one of the best things you can do for your business. When a customer feels that a product is perfect for them, they are more likely to pay more, be more patient with imperfection, and share it with others.

Of course, no product is made for just one person. But many of the best products feel that way because they are designed and marketed to the buyer.

 What is a buyer persona?  

A customer, also known as a customer, is a characteristic of the character (behavior, pain point, goal, personality, demographic, etc.) that unites the same thinking customer. Businesses use imaginary customers to represent all of their customers when making decisions. 

A buyer is not a target market, and is sometimes called a target audience or customer. A target market is a large group of people, often defined by a large demographic or audience segment. For example, a business selling yoga equipment might say, “Our target market is women aged 35-45, in urban areas, who love yoga.” 

The buyer for this, meanwhile, has to be clearly defined in the description: “Our buyer is Evelyn. He is a 39-year-old engineer living in Austin. She’s been going to her local yoga studio for eight years, but now that she’s working remotely, she’s looking for ways to stay active while traveling. 

Why create a buyer? 

Consumers help companies to talk about their customers in a clear and focused way. By communicating what they know about their customer to a single person, they create a shared understanding of the real people they serve. Often this is part of the company’s internal language. In the example above, a marketer can help a yoga business move “How can I reach more women who love yoga?” to be nuanced “How can we reach more people like Evelyn?” » 

Marketing teams use consumers. They can help you choose your marketing channel, message, etc. In addition, buyers can also help sales teams, product teams, or customer teams make decisions. Yoga business partners may ask, “What would Evelyn want from a restorative experience?” 

How to create a buyer persona

Any business owner or seller can create a buyer persona by following these four steps: 

  1. Interview your customers 

Creating a buyer persona should always start with customer research. If your business already sells products, you can start by interviewing or surveying your satisfied customers. This is an important step, don’t skip it. You may have an idea about your customers and why they buy, but until you hear from them, you won’t know for sure.

There are many things you can ask of these clients to build a strong persona. But there are four questions you must ask in a face-to-face interview: 

All of these questions relate to the customer’s journey to buying your product, not just their interests, goals and other products they buy. Although this type of customer data is useful, it can be found in market research (see Step 2 below), and the most important task of the customer is to define how your business can serve that person.

If you’re not selling, try interviewing customers for products you think you’re competing against. Be wary of interviewing “potential customers” – people who say they will “buy” your product as soon as you launch it – the only real customers are the ones who actually buy. 

When doing this program for the first time, aim to talk to five to ten clients one-on-one; if this is not possible, survey at least 20 people.

  1. Gather more general data about your audience 

Once you’ve completed your customer search, you can complete it with an industry-level search. Look at the audience data on your website or social media, look at market or industry research, and look at the brands your competitors are showing. This can help you improve your knowledge about their interests, their goals and their lifestyle.

  1. Share your findings with a like-minded person 

The third step is no less objective and more subtle: to combine these characteristics into a single conceptual entity. This should include naming, creating stories, and creating inspiration. Write them all down in a page or two and think of it as a case study you might give to an actor playing the role in a movie about your company.

  1. Gut checking quality 

When you’re done, you’ll have a buyer. However, there is another thing that is important to check the intestines. Go back to the list of clients you talked to and ask yourself: does the person you created represent at least some of them? And are they the type of customers you think you can best serve? If so, your character is ready.

Three examples of buyers 

Consumers can take many forms, the most important is one page, one document that holds all the important information about them. An example below contains 3 characters specified in all important details in the marketplace, depending on customer’s interviews and customers / research services.


Example 1: Yoga Online Store 

This is an instance provided above, completed in a perfect form: 

Name: Evelyn Burns 

Image: (image of Evelyn, in general photographers) 

Years: 39 

Delivery name: engine and fire company 

Life is available at: Austin’s center 

Money: $ 140,000 per year 

Family status: Physical law and nine partners; No kids; dog 

Advertising: Head / Company; Facebook (only one); Instagram 

Purchase for: loyalty / links; Large selection of product 

Buy frustration: trust for use 

Review: The advice of Yoga’s teachers; Instagram; Google 

Others: Continue using the current yoga application (that’s say, “I want to buy a new one?”) Was sold in the studio or supported with its online teachers 

Time to purchase: New year or before retirement 

Virku’s clothing: Lululemon Capetes; Pelono; Mountain Guy hiking equipment (in other words, other products and other forms have received or using a second version: a fro 


Example 2: Local juice and smoothie bar

For companies have a circle and mortar in the most, the development of character can be useful for detecting how your product fails to come up with its daily routine: 

Name: Josh BoundeAb 

Image: (photos of Janh, separated by photos) 

Years: 28 

Service name: Manager 

Lives in: San Francisco District 

Money: $ 87,000 per year 

Family status: Are single 

Media: Instagram; Be real; One cats one 


Buy frustration: juice to drink / thing is good at the great calories; Plus the price of legal (“If I can get it, I will be here every day”) 

Require of Survey: Google Maps (checking the stars; will not go where less than 4.5); Friends’ advice 

Other: Anything is doing this in Street Street; Make the juice of the juice / good at home 

Time to purchase: before or after work; Before or after the gym 

Virtual Shelf: Behold Shots; Aquinox; Sweet 


Example 3: Service care tool 

For the b2b company, you will add another time: “Quality”. In the company, many decisions involve more than one person, which helps usage the account of this entry in general. 

Name: Alison Johnson 

Photos: (Photos by Alison, usually stock photos) 

Age: 36 years 

Job Title: Senior Project Manager at a web development company 

Lives in: Hartford, Connecticut (works remotely) 

Income: $105,000 per year 

Family status: Married, two children 

Media Practice: Daily Podcast; two Substack registers; HBO Max 

Purchasing Role: The Decision Maker 

Reports to: VP of Operations 

Also includes: Other service managers (affiliates and end users); CEO (budget support); web developers (end users) 

Buy for: Peace of mind that the devices can fit into their group settings 

Buying Frustration: Many project management tools are not flexible enough to support your business needs

Search Channels: Google; a trusted driver 

Options: existing tools (Trello); Advanced Options (Use) 

Purchase period: After annual budget approval 

Resource Center: Slack; G Suite; many detailed articles

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