Buyer personas (aka marketing personas) are fictional representations of your ideal customers. Personas help us get a better understanding of what the ideal customer we’re trying to acquire finds interesting etc. It lets you know what makes your target audience tick, what inspires them to pay for your offering.

I was reading an article called ‘How many buyer personas should I really have?” by Bob Ruffalo, founder and CEO of IMPACT, a few days ago. And he made some great points.

These are the three points he made that really resonated with me:

  • It allows companies to align sales and marketing more effectively. Buyer personas allow you to attract and sell to the right prospects. It’s really not about the buyers you’re missing out on, but instead narrowing it down to the ones you want because they are a better fit for your offer and as a result, you can close deals faster.
  • If you’re going after more than one industry, you want to have a unique buyer persona for each one. Why? Because you want to make it as easy as possible for someone to make the decision to buy what you’re offering. You don’t want the question “But is this right for me?” to ever cross their minds. You want to assure them right away that your offer is made with them in mind.
  • Having buyer personas will make you happier. Your ideal clients have to benefit from what you offer, but they also need to be people you enjoy serving or you and/or your team will be absolutely miserable.
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