How to nail your buyer personas

Hopefully you will have heard of buyer persona’s and know the benefit but for the few who don’t, I’ll start with a quick recap.


A buyer persona, what’s all that about?

It’s basically a fictional character and description of your ideal customer, now I’m not talking about George Clooney or Angelina Jolie, even though they would be great clients I’m sure, but I’m talking about the age of your ideal client, what their challenges are, their job title and how they make decisions.


Why bother?

Now we’ve cracked what exactly a buyer persona is, why should you bother?  If you don’t figure out who your ideal customer is how are you going to target them?  Think about it, if your ideal client is aged between 45-55 and an engineering manager for example, would you really create your marketing with quirky text and videos on TikTok?  Of course not!  (Well, I hope you wouldn’t!)

By finding out who your ideal customer is, it will help you tailor your content exactly to them, bringing them just the information they’re looking for, this, in turn, will help them feel you understand their problems and can solve them.

How to nail your buyer persona

How to nail it

When I create a marketing strategy for clients, I always create a buyer persona, sometimes even two or three (I wouldn’t really advise more than that).  As an example, why don’t we pretend we’ve got a dog walking business and we’re looking for our ideal client, who exactly is that and what are their pain points?  By delving deep into your client character (and having a bit of fun at the same time) let’s think of who would need your services.

Initially, think of the following:

Gender: Female

Name: Let’s say Claire (all my friends seem to be called Claire so I’ll stick with it)

Age: 40

Marital status: Married

Family Situation: Two early teenage children

Location: Sunderland

Job role: HR Manager

Seniority: Senior management team


After you’ve found out the entry level detail on your ideal customer then we’re going to delve deep.

What does a day in the life look like? Attending meetings, always busy, taking children to sports clubs.

Hopes & aspirations (yes, even these will be helpful to you): A good family life balance, not have to worry about money.

Pains: So, what causes Claire to worry? Her children, running around after everyone like a headless chicken, leaving her dog all day in the house on his own (see where we’re going with this….).

Knowledge & learning: Who does Claire learn from?  Internet, Facebook, peers?

Triggers: What’s going to trigger Claire to make a decision?  Frustration, tiredness, worry?

Influencers: Who does Claire listen to?  Her friends, family, work colleagues?

Barriers: What might make Claire not purchase? Price, convenience?

Aims: What is Claire going to get out of purchasing your service?  Well, she’s going to get the reduced anxiety levels of knowing her pooch is taken care of all day isn’t she!

Core Aims: What matters most to Claire? Happiness of her family, work/life balance?


Once you’ve completed all of the above (I would suggest setting it out in a table format), you’re now on the right road to writing your content directly to Claire.

Don’t be tempted to throw everything into your brochure or social posts, write directly to Claire – if you try to hit everyone, you hit no-one remember.

I hope the above helps but if you’re still struggling, feel free to contact me, I love being a nosey parker and finding out all about your customers!