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How To Create a Buyer’s Persona For Better Marketing

After watching the corresponding video, open up an online document or take out a journal. It’s time to complete your buyer’s persona to get clear on the type of buyer that makes up your ideal target audience. Remember that your ideal customer may change over time, and you may have multiple ideal customers, so start with one and develop more personas as your business grows.

Questions to answer to create your buyer’s persona:

Name – Create a name for your persona. You’ll use this name to refer to the ideal customer you are marketing to. 
Age – What is the age of your ideal customer?
Gender – What is their gender?
Interests – What are the interests of your target customer ?
Education Level – What is the education level of this customer ?
Income Level – How much money do they make per year?
Free time – How do they spend their free time?
Job Title/Industry they work in – What field of work does your customer work in and what types of job titles do they carry (or are they an entrepreneur)?
Relationship Status – What is their relationship status??
Language – What languages does your target customer  speak?
Favorite Websites – Why type of websites do they frequent? 
Companies They Love – What might be some companies or brands that your ideal customer loves (it doesn’t necessarily have to be in the same industry)
Buying Motivation – What is your target customers reasons for buying your product? 
Buying Concerns –  What are this customer’s concerns when buying your product?

You may opt to answer only some of these questions about each of your personas or answer different questions altogether. However, the purpose should always be to understand your customers more to communicate more effectively, and be in a position to target your ads or copy more precisely.

CONGRATS! You have officially created your first buyer persona. This exercise should be completed for every new product, service or offering that you create. This exercise may feel challenging the first time you do it, as you are encouraged to go deep and get to the heart of what matters to your customer and even get emotionally connected to why they would want to buy your product. Use this to inform every decision you make about your business going forward.

Here is an example of a Buyer’s Persona from Jaswant’s Kitchen:

Persona 1: Young Professional Mom 
Name – Julie
Age – 34. She is a young mom with 2 kids and lives in the city with her husband. She’s
Gender – Cis Female
Interests – She considers herself a “foodie” and loves to brag to friends about the new restaurant she just tried or the new local, all natural food product she just found. 
Education Level – Law Degree 
Income Level – 75K+
Free time – Eating out at restaurants, hanging out with her kids, exercise classes when time allows
Job Title/Industry they work in – She is a lawyer.
Relationship Status – What is their relationship status??
Language – What languages does your target customer  speak?
Buying Motivation –  She is health conscious and wants to feed her family healthy, fresh, all natural foods, but wants dishes that are also delicious, that the whole family will enjoy (without complaining)! 

Buying Concerns –   She would love to cook more at home, but needs ideas that are delicious and healthy and EASY to make. She loves Indian food, and has tried Indian cooking sauces before, but didn’t get the authentic flavour she was looking for. She hasn’t tried cooking Indian food from scratch, as she is too intimidated by all the spices needed and thinks it will take way too long.  She also needs something that her nanny can easily follow and make when we she is unable to.

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