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What is a "Buyer Persona" (and how do I get one)?

Updated: Sep 7, 2023

buyer persona

As a marketer or business owner, understanding your target audience is crucial to creating effective marketing strategies and driving sales. One way to better understand your audience is by developing buyer personas, which are detailed profiles of your ideal customers. Buyer personas provide insight into your customers' goals, pain points, and purchasing behaviors, which can help you tailor your marketing messages and product offerings to meet their specific needs.

Here are 6 easy steps to develop buyer personas for your business:

  1. Conduct market research: Before you can create buyer personas, you need to conduct research to gather data about your target audience. You can do this by conducting surveys, focus groups, or interviews with your existing customers or target market. You can also analyze data from your website analytics, social media insights, or customer service interactions.

  2. Identify common characteristics: Once you have gathered data, look for common characteristics among your target audience. These characteristics may include demographics (age, gender, income, education, etc.), psychographics (interests, values, attitudes, etc.), or behavioral patterns (purchasing habits, product usage, etc.).

  3. Create personas: Using the data you've gathered, create detailed profiles of your ideal customers. Give each persona a name and a backstory that reflects their goals, challenges, and motivations. For example, if you sell fitness equipment, you may have personas named "Fitness Fanatic Fran" and "New Year's Resolution Rachel."

  4. Add detail: Flesh out your personas with more detail. Include information about their job titles, hobbies, interests, and daily routines. This information will help you create marketing messages that resonate with your audience and provide valuable insights into their behavior.

  5. Use your personas: Once you have developed your buyer personas, use them to guide your marketing and sales strategies. Use the personas to create targeted marketing messages, develop new products or services, and make decisions about pricing and promotions.

  6. Continually update your personas: As your business grows and evolves, your target audience may change. It's important to continually update your buyer personas to ensure they accurately reflect your target market.


Developing buyer personas can help you better understand your target audience and create effective marketing strategies. By following the steps outlined above, you can create detailed profiles of your ideal customers and use them to guide your marketing and sales efforts. Remember to continually update your personas to ensure they remain accurate and relevant.

Do you need help with creating effective buyer personas? Schedule a call with one of our StoryBrand Certified Guides today.

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