How well do you know your ideal customer?

What makes them tick? Or rather, what gets them to click and buy your products?

As a consumer, there’s no better feeling than finding a product perfectly made for you. As a business owner, creating that feeling is one of the best things you can do for your business. When a customer feels like a product is a perfect fit, they’re more likely to share it with others, pay a premium, and be more patient with imperfections.

Of course, no product is actually designed for a single person. But many of the best products feel that way because they are designed for—and marketed to—a buyer persona.

What is a buyer persona? 

A buyer persona is a fictionalized characterization of your ideal customer(s) based on information about them and how they use your product or service.

Buyer personas are usually presented as a quick summary of demographic and psychographic information with a fake name and (stock photo) face, making it easier to recall and reference the persona in your decision-making process.

A buyer persona spreadsheet listing out the information you need to create a buyer persona.
An example of a buyer persona profile.

Download Shopify’s buyer persona template

These descriptions mirror your various market segments, with names to match the different types of buyers. You might have Stylish Sally, Practical Polly, and Discount Daphne as personas in your clothing business, all representing different categories of buyers with similar backgrounds and habits.

In this case, Sally might be primarily concerned with looking snazzy at any cost, while Polly is focused on finding more functional, long-lasting outfits, and Daphne only buys when there’s a great sale, but is great for clearing out last season’s merchandise.

But personas are more than just clever names. They provide a description that helps you attract more buyers by personalizing your marketing messaging to attract them.

Personas help you better understand what your customers are:

  • Thinking
  • Feeling
  • Concerned…

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