‘Buyer personas’ are archetypes of the people who have the biggest impact on your revenues and profit. Use this checklist to begin the process of creating a rich description of your ideal targets.
I am often surprised by senior executives who struggle to describe their target markets, segment by segment. The creation of buyer personas is a great way to get managers to focus on this basic marketing principle. This handy checklist will get you started:
- Marital status?
- Geographic location?
- Educational background?
- What media consumed?
- Drives what car?
- Shops where?
- How many holidays per year?
- Job title
- Rank their influence on buying decisions
- Who else in the business is involved in the buyer decision?
- How profitable has this person been in the past?
- Is she a repeat buyer?
- What problems does he have on his desk TODAY?
- What takes up their time?
- What key initiatives are they working on TODAY? What is at stake if this goes wrong? What will reward be if it goes right?
- What motivates or frustrates their work?
- What single thing would make their work life better?
- What ‘big win’ would they like to announce at the next management meeting?
- What would make them look good in the eyes of their boss?
- What hurdles do they jump to achieve their goals and metrics?
- What process does this person go through when evaluating business purchases?
- What are her/his views on the state of the industry/vertical?
- What information resources do they rely on?
- What communities, associations, networks does this person belong to?
- What are the buyers’ highest priorities? Cost, speed, quality?
- What ‘solution’ is the buyer currently using?
- Why is the buyer not 100% happy with the current solution?
- Is there any major change looming that will make your service irrelevant in the near- to mid-future
- Non-work activities?
- What do their photos and mementos (in their office) say about them?
- Favourite sports or pastimes?
- What is their personal passion?
Use this checklist in conjunction with the other posts in my short series on the power of buyer personas:
- Use buyer personas to hone your marketing messages
- How buyer personas help match problems with solutions
- How many buyer personas should I produce?