A Buyer Persona Example and Anatomy

Ryan Velez | Writer @ Article-Writing.co

Posted On: January 24, 2018
Ryan Velez, Writer @ Article-Writing.co
Does anyone remember Aesop’s fable of the man, the boy and the donkey? The lesson of this classic tale is that trying to please everyone ultimately pleases no one.
The same approach applies to your business. In a perfect world, everyone would buy your product or use your service. But this isn’t reality. Your product is made for certain people, and it’s your job to make sure those same people are interested. If you don’t know who those people are, it’s time to create a buyer persona.
What is this? A buyer persona is essentially is a human representation of basic marketing concepts. These cover the goals, mindset, and actions of a potential customer for your company. Online marketing strategist and author David Meerman Scott puts a buyer persona’s purpose in simple terms:

“Basing your work on buyer personas prevents you from sitting on your butt in your comfortable office just making stuff up, which is the cause of most ineffective marketing.”

In essence, a buyer persona is the template for your marketing plans. When you know what type of person you want to start attracting, it’s easier to create things that do that. However, a buyer persona has different components you need to address. Here are some of the most important ones.

The Heart of a Buyer Persona

Every purchase stems from a problem.  Sometimes, it stems from several problems. A person is hungry, so they need to buy some food. But they are a vegetarian, so they can’t buy food with meat in it. However, they are cooking for a mixed dinner of vegetarians and meat-eaters, so they buy a veggie burger to meet their guests halfway. What problem your product solves is the heart of your buyer persona.

Let’s keep rolling with the veggie burger example. By crafting a burger from vegetable ingredients, you are mimicking the taste and texture of meat. What problem does this solve? One possible example is recently converted vegetarians who miss the taste and textures of meat. You now have a possible motivation for your buyer persona. Taste and textures that are like meat—keep that in mind.


The Limbs of a Buyer Persona 

Now that you know why a customer may want a certain product, it’s time to look and see what methods they use to get them. For example, does your customer prefer reading the circular to see what’s on sale at the grocery store? Do they check online on their computers? Or do they have a smartphone app that provides them deals? These are the limbs of the buyer persona: how they reach for the products they want.

Remember the person wanting veggie burgers? Let’s say they have a very hectic job, making it difficult to shop. Being a person in a large city, they have grocery delivery as an option. As a result, they do most of their grocery shopping online. Preference for online grocery shopping, lives in a major city—add those to the list of things to keep in mind.

buyer persona example

The Face of a Buyer Persona

The location ties into the next part of the buyer persona: demographics. Where does your customer live? What age bracket are they in? What is their income? Vegetarian food tends to cost a bit, and we’ve established that our imaginary customer is very busy. Let’s assume because it is because they have a high-powered job. This means they have plenty of money. Living in the city, loves tech – sounds like a younger person. Millennials are turning vegetarians at a higher rate than other age groups. It’s all starting to come together.

With all these facts, we have a complete buyer persona. Let’s have a little fun with this and put a name on it. (Many major companies do just that.) Ted is a 25-year old man living in New York City who grew up in a meat-eating household, but turned to vegetarianism for his health. He doesn’t have a moral objection to eating meat, but still stopped eating it. However, he wants to be able to enjoy the taste every now and then. Being a millennial, he prefers ordering online whenever possible to save time. Having a good job, he is willing to pay top dollar, but time is at a premium for him.

We have a demographic, a purpose, a mindset, and shopping preferences for our ideal customer. Now, how do you turn this knowledge into sales?

Get The Body Moving 

At this point, you know exactly the type of buyer you’re looking to target. You understand what their motivations are, how they like to shop, and the traits they like the most from their products. There are two major issues here, though.

  1. Taking the time to figure this out is valuable time that you may have needed to invest in other aspects of your business. Until your buyer persona is figured out, you’re not getting the consistent sales you need.
  2. You need to be able to communicate this buyer persona into important copy. This is easier said than done. For a guy like Ted, you need to communicate that your veggie burger is tasty but reminiscent of the real thing. He’s not hung up on how his veggies are sourced, but wants to know they are good for him.

This lets us bring back the conversation to product descriptions. A product description is a perfect example of how buyer persona meets copy. Done right, you could tell Ted everything he needs to know in a paragraph or less.

But how can you customize the language to fit what your ideal customer is looking for? How can you maximize SEO to make your product descriptions appear in the searches they would use? You could try and do this yourself, but again, time is at a premium as a business owner. You could bring on a freelancer, but you have to test the waters and figure out how many people you need to roll out a content strategy.

If you want to create a buyer persona and have product descriptions that target it all in one fell swoop, a custom product description writing service is exactly what you need. This combines several different facets that you need:

  • Proven writers who have the expertise to create copy that will convert sales.
  • The capacity to handle a large volume of product descriptions. This is necessary for handing a product line rollout.
  • SEO knowledge that helps your descriptions rank on leading search engines.

The buyer persona is an important step in your marketing strategy. But it is also just the first step. Make sure you have the right partners to help you move forward by teaming up with content experts who can help you develop the strategy you need to apply your laser-sharp focus directly towards your ultimate end user.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.