Table of Contents
What is a buyer persona?
Name & Occupation
Start by giving your persona a name and occupation.
For this example, we will be building a profile for Mary, a work from home mom who wants to make a niche blog focused on helping other work from home mothers make an income from home. She lives by the motto, “If you build it, they will come.”
Demographics
Demographics are statistical characteristics of a specific group of people.
- Age
- Race
- Income Level
- Education
- Occupation
- Marital Status
- Geographic Location
- Language
- Religion
- Household Size
Goals
What short term goals and long term goals is your buyer persona looking to accomplish?
Goals & Motivations
- Primary Goals: What is top priority?
- Secondary Goals: What would also be nice to accomplish?
- Motivators: (What drives their decisions)
“Start a forum on my website for work from home moms to network together. Gain more life coaching clients. Become affiliated with bluehost. Her family is her top priority.”
Pain Points & Challenges
What problem does your reader have that needs to be solved? Do they have physical or emotional pain? Are they stressed from finances, and tired of being broke? Are they going through a divorce? Are they being bullied at work? Your reader may just be bored and looking for entertainment.
These are all things that your reader may be struggling with. Your job as a blogger is to give them the resources and information they need to make the best decision possible.
“Mary is a stay at home mother and has her hands full between managing her website, clients, and family life. She struggles with her finances, and her and her husband live paycheck-to-paycheck.”
Buying Behaivor
Your buyer persona should include the following
- Preferred Engagement Methods: (email, social media, Facebook, X)
- Decision-Making Process: (Who’s involved, how long it takes)
- Budget Considerations: How much is the budget?
Types of Personas
When writing your content, it’s important to understand the different types of buyers and what drives them.
Now we will discuss four different types of buyer personas. These personas are based on buying style and final decision making.
Competitive Buyer
Makes a quick and logical decision. Who is offering the best prices? What is the best deal for time & money. Will compare prices and may consult with others before finalizing the sale.
Spontaneous Buyer
Quick, spur-of-the-moment decision that is emotionally driven. Spontaneous buyers often make impulsive purchases and respond well to stimulation, such as sale advertisements. Often the final decision maker.
Humanistic Buyer
Humanistic: Slow to purchase. Takes time to build trust with the seller. Purchases based more on individual relationships.
Methodical Buyer
Makes purchases after preforming research. High attention to detail – must understand reason for purchase. Slow to buy. May consult with others before finalizing a purchase.