Buyer Personas Worksheet

What are Buyer Personas?

Buyer personas are fictional, generalized representations of your ideal audience. They help you understand your customers and prospects, making it easier to tailor content to the specific needs, behaviors, and concerns of different groups.

The strongest buyer personas are based on market research and on insights you gather from your actual client base through surveys, interviews, etc. Depending on your business, you could have as few as one or two buyer personas or more than 10. If you’re new to personas, perhaps start small. You can always develop more later.

Use this tool to brainstorm and study your target audience and buyers.

Step 1 of 2

  • Ellie Example
  • (Job? Family?) • Same job for the past ten years • Married with 3 children (2 out of the house) • No desire to leave her job/advance any further
  • (Gender? Age? Income? Location?) • Female • Age 40-55 • Suburban Living • Upper-middle-class lifestyle
  • (Demeanors? Communication preferences? Common concerns?) • Has reservations about changing the way she has always done things • Prefers to find information herself through online research • Busy—doesn’t like to be distracted by unsolicited calls and emails • Not worried about job security, but still feels pressured to deliver positive outcomes
  • (Primary goals? Secondary goals?) • Increase revenue for her company • Customer service is important, but not her top priority due to other responsibilities
  • (Primary challenges? Secondary challenges?) • Competition within her industry • Pressed for time to complete her work