Buyer persona
Content and brand
Content and brand
A buyer persona describes a typical buyer: their role, goals, doubts and the questions they ask before deciding.
Usable personas come from conversations with real customers and from your sales data, not from a brainstorm. Age and hobbies are usually irrelevant; the decision process and objections are not.
Use them concretely: per persona you know which pages you need, which objections to remove and which evidence convinces.
Related terms
- Customer journeyThe customer journey is the route someone travels from first contact to customer and beyond, including every touchpoint along the way.
- PositioningPositioning is the place you occupy in your audience's mind: who you're for, how you differ, and why that difference matters.
- SegmentationSegmentation splits your audience or email list into groups with similar characteristics or behaviour so you can communicate more precisely.