Buyer persona template

1.

Buyer Persona Template
Reference Tutorial: The Definitive Guide to Buyer Personas for
Beginners
by Lauren Holliday

2.

Start With an Example
You can find the blank template beginning on Slide 8, but we
recommend viewing an example buyer persona for a freelance
internship marketplace first.

3.

Persona Example
Bubbly Beatrice
Last Updated: April 30, 2016
Note: Replace this character with a real
image that represents your buyer persona.

4.

Personal Background
Bubbly Beatrice
Background
Challenges
Key Identifiers
Job? Career Path? Family?
Primary challenge? Secondary…?
Personality? Communication Style?
• Junior Journalism major
• Female
• “Internships”
• Completed three unpaid
• 18-25
• “Lines on resume”
• Family is comfortable enough
• “Gain connections”
internships with parental
financial support
• Will apply for another
internship soon
to support her while she
works for free in NY
• Works in retail
• City woman
• Upbeat personality

5.

What?
Bubbly Beatrice
Goals
Demographics
Primary and secondary goals?
Gender? Age? Income? Location?
• Primary: Look for another
• Primary: Time consuming to
internship
• Secondary: Look for a
salaried position
How We Help
Help them achieve goals/challenges?
• Increase number of
apply to so many unpaid
connections made in three
internships
months
• Secondary: Very challenging
because she isn’t actively
looking for a real job yet
• Increase the number of
pieces added to her portfolio
• Question to ask: How many
portfolio clips have you gotten
from each internship?

6.

Why?
Bubbly Beatrice
Real Quotes
Common Objections
About challenges… About goals...
Why wouldn’t they purchase your product or service?
• “I sent out about 52 packets to anywhere I could
• I’m worried that I need big name brands on my
think of, anyone's name and any email addresses
I could get a hold of. I spent hours and hours and
hours researching online during Christmas break,
and in January, I sent the packets out.”
• “I didn't do as much with them because they're
sort of a bigger magazine. I did a lot of copy
editing, and I did a lot of fact checking and a lot of
stuff for the Web. I did write three pieces for
them.”
resume to get a job.
• I don’t want to leave this unpaid internship. I wish
they’d pay me to come on full-time.

7.

How?
Bubbly Beatrice
Marketing Message
Elevator Pitch
How should you describe your offering to this persona?
Pitch this persona on your offering!
• Get more experience
• Our website will increase the number of highly
• Gain more connections
• Need to convince her that while the experience is
not in person, it can still be personable and
valuable
influential connections you make in three months
while also increasing the number of articles you
have in your professional portfolio.

8.

Your Turn!
We’ve included one blank buyer persona template to get you started.
If you need more, simply right-click the slides in the left-hand menu, and
click “Duplicate Slide.”

9.

Persona Example
[Insert Persona Name]
Last Updated: April 30, 2016
Note: Replace this character with a real
image that represents your buyer persona.

10.

Personal Background
[Insert Name]
Background
Challenges
Key Identifiers
Job? Career Path? Family?
Primary challenge? Secondary…?
Personality? Communication Style?
• [Insert text]
• [Insert text]
• [Insert text]

11.

What?
[Insert Name]
Goals
Demographics
Primary and secondary goals?
Gender? Age? Income? Location?
• [Insert text]
• [Insert text]
How We Help
Help them achieve goals/challenges?
• [Insert text]

12.

Why?
[Insert Name]
Real Quotes
Common Objections
About challenges… About goals...
Why wouldn’t they purchase your product or service?
• [Insert text]
• [Insert text]

13.

How?
[Insert Name]
Marketing Message
Elevator Pitch
How should you describe your offering to this persona?
Pitch this persona on your offering!
• [Insert text]
• [Insert text]

14.

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