A buyer persona is the semi-fictitious story behind your audience segments. It answers questions about your customers regarding how they think and feel, all to paint a picture of who your marketing is truly trying to reach.
A great buyer persona helps you really understand who you’re talking to by creating a real narrative around the individual. If your audience is pirates, for instance, then your buyer persona is about Blackbeard. Take a moment to wrap your head around his story and his life – a single-page narrative that depicts exactly who Blackbeard really is.
And just imagine how much better your marketing, your communications, your messaging, everything will be when you are tailoring them to Blackbeard!
Except we’re not talking about Blackbeard – we’re talking about your customer instead. Maybe her name is Jan, and her story is how she discovered your product or service, associated it with her own needs, and ultimately purchased the product and became a customer for life, all while dealing with a never-ending myriad of very Jan-personal nonsense in the rest of her life. That’s the story we’re trying to achieve!