It’s hard to grow a business if you don’t understand who the end user is at a deep level.

I’m not talking about your target market. That’s a larger set of people, or companies, that want to buy what you are offering. A user persona is a detailed description of a fictional buyer of your product and/or services.

If you have a new business, hopefully, you have done some research and talked to people in your target market so that you understand your typical user. If you have an existing business, think about your best customers. The ones that love your business and what it does for them and are more than willing to pay you for what you offer.

To get this right, you must be as detailed and descriptive as possible. If at any time you find yourself using the words “anyone” or “everyone,” you are being far too broad.

Quote

Write a quote that your perfect customer could be overheard saying.

Insert a quote here.

Demographics

Next, let’s look at the person’s demographics.

• Name:
• Age: in years or even generation
• Gender: male, female, non-binary
• Status: single, married, divorced
• Education: high-school, college, graduate
• Income: Think about bands; So, <$50k/year, $51k-$100k/year, etc.
• Location: Southern United States

For consumer brands, particularly things such as clothing, etc., it is also important to think about their physical characteristics.

• Height: short, tall, average