When you create a buyer persona, you establish details about a specific segment of people within your target audience. These details can include information such as their age, income, location, career, problems, and wants. By creating separate personas for each segment of your audience, you can create marketing messages that speak specifically to each segment. This will help you to achieve better marketing and sales results. In this article, we go over some of the key elements to include in a buyer persona.

Basic Information

To create your persona, start by establishing the basic information about your audience segment. This should include information such as age, gender, and location. You might even include information such as ethnicity, if that is applicable.

Marriage and Family

Is your target segment married and do they have children? If they do have children, how many do they have? Knowing this type of information can be important depending on the type of business you have. For example, if you have an ecommerce store that sells kid’s clothes, you can target parents who have kids.

Career

What type of career does your target audience have? You can have sub-categories in this area such as sub-occupation, job title, education level, and income. Consider whether or not your target audience has enough income to buy the product or service you want to sell to them.

What do they Want?

What does your target audience want? What problem can you help them with? There are several main categories that people usually need help with, such as money, health, and relationships. Maybe the goal of your target audience is to lose weight or to exceed a certain income level. Once you know specifically what your audience wants, you can tailor products, services, and marketing messages to those needs.

What Are their Pain Points?

What are the pain points of your audience? A pain point can be a road block that is not allowing them to reach a goal. For example, maybe they have tried different methods to lose weight or to make more money but something is holding them back. By identifying the road blocks, you can help to overcome them with what you offer. You can find out what the road blocks are in various ways such as by talking to people, surveying them, and looking at the challenges they talk about in social media groups.

What Can You Offer Them?

Once you understand your audience well, you can optimize your products and services to meet their needs. You can also look at your competition to get ideas. What websites, products, and services are similar to yours? Also consider the possible objections that potential customers may have to your products or services and how you can address each of those objections.

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