Buyer Persona: What you Need to Know About your Costumers


With the term “Buyer Persona” we refer to the general representation of the ideal client of a company. If you are a startup or a multinational company, you need to perfectly know who is going to buy your products.

Why do you need to identify these people?

  1. It is useful to personalize your strategy – both in marketing and sales management
  2. It becomes much easier to develop ideas and customize your messages, if you have a person with clear characteristics in mind

How to create your Buyer Persona?
Start collecting info, both demographic and psychographic, such as:

  • name, age, occupation
  • status, location
  • needs, fear, desires – frustrations (is he/she missing something?)
  • personality
  • personal and professional goals

After acquiring all the data, what’s next? Create your archetype!
Try to give it a name and take a picture that can identify your typical customer: that will help you to make everything more realistic. Don’t forget to identify the age, geographical location, type of work, hobbies, interests, his character, his family situation.

Case Study
Your company sells cosmetic products and beauty creams; you could have several buyer personas including a young girl named Lara. She is 32 years old, not married and lives in Italy with her dog, Zac. She treats her skin and already uses products for the well-being of the body, preferring the natural ones.

She enjoys doing outdoor activities and uses her free time to walk her dog, take a walk or trek in the mountains. She uses to buy online too, especially books, appliances or technology products.

Pragmatic and attentive, she cares about the quality of life.

Ask yourself:

  • Why should Lara be interested in a product of your company?
  • What are the main «everyday problems» Lara faces?
  • What are the values she believes in?
  • How does she make her decision making process, before buying a product?

Knowing your buyer persona will help your startup in finding the best strategy to reach your target.

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