Buyer Persona (noun): A short profile of your ideal customer: who they are, what they need and what makes them buy.
Example
A remodeler’s persona might be: Karen, 48, owns a 1990s home in the suburbs. She wants an updated kitchen before her daughter’s graduation party. Her biggest fear is a contractor who rips out her cabinets and then stops returning calls.
Now you know what the ads should say: on time, on budget and you will always pick up the phone.
Why it matters
A persona keeps your marketing aimed at a real person instead of “everyone.” It shapes your ad copy, your audience targeting and the offers you lead with.
How to build one
- Talk to your five best customers and ask why they picked you
- Read your reviews and note the words people use
- Ask whoever answers your phone which objections come up most
- Check the demographics in Google Analytics and your ad accounts