2018 Up Close & Persona

1. Persona Demographics

Let's choose a gender for your buyer persona

Choose your buyer persona's age

2. Company Description

Let's start out by creating a company name for your buyer's persona

Name/define the industry your persona works in

What is the average size of companies (# of employees) that you usually target?

What is its annual revenue?

Now, think about the corporate culture of the company you usually target, is it very bureaucratic or democratic?

Who/What can aid in - or stall - a buying decision?

Consider the persona's industry in general, what are the current trends?

And who are the industry leaders?

To your knowledge, are there any new companies that are gaining market share?

3. Problem / Solution

What is a problem(s) in the industry that your business can solve?

What is the solution?

» Why Does This Matter?

You can begin by answering these questions based on your current perceptions and update them as you gain more industry intelligence.

And what is causing the problem(s)?

And what could ultimately make it worse?

What is the sense of urgency surrounding that problem?

What is driving that sense of urgency?

And how are they dealing with this problem today?

» Why Does This Matter?

These questions will help you evaluate if you have the urgency needed to gain momentum toward a buying decision.

What is the impact of the problem for the company's business objectives?

4. Buyer Definition

So make up a name for this person

What are one or more possible titles that could be held by this person?

How many years do people generally stay in your prospect’s position?

Who does your prospect answer to?

» Why Does This Matter?

Information like this is important in tailoring your content to your prospect's particular context. For example, younger individuals may be more willing to take a risk, whereas older individuals may have become a part of the culture and are less likely to take risks.

Is there a potential for growth?

Why Does This Matter?

This can help tailor your content to how your prospect perceives business objectives. Take Gloria for example, she has been in her role for five years and has a personal goal of a successful launch of the Whiz Bang 3X for her professional advancement to Vice President of Product Development (in addition to her company’s goal of a successful product launch.) So developing content relevant to her goal for advancement, as well as a successful launch, is crucial to closing a sale.

What are the role responsibilities of your prospect with that title?

What outcomes must they achieve?

Which roles/responsibilities and outcomes relate directly to the problem your business helps prospects to solve?

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