PRIMITIVE SOCIAL

BUYER PERSONA TEMPLATE

1. HOW TO USE THIS BUYER PERSONA TEMPLATE
Creating Buyer Personas for your business is now easier than ever
with this template we have created for you. This template is a great
place to store the information you’ve gathered about your ideal
customer through interviews, surveys, and market trends and research.
It’s important to note that you will most likely have more than one buyer
persona for your business. To fill out more than one copy of this PDF
for your different buyer personas, you can either print out multiple
copies, or you can select Save As to save the PDF which each name of
your buyer personas.

2. DEMOGRAPHICS & BACKGROUND

Using the information you’ve compiled through your surveys
and interviews, create a fictional character to represent the ideal
customer(s) you have for your business. Then, fill in this person’s
background and demographics: gender, economic and education
levels, work history, etc.

3. COMMUNICATION
What is this person using to communicate? How would they prefer to
hear from you? Where could you find him or her online?

4. GOALS
What goals exist for this person, both in their specific role and for their
business as a whole? Knowing their goals will help you determine how
your product or service can truly benefit them.

5. DAILY CHALLENGES, OBJECTIONS, & FEARS

What obstacles does this person face on a daily basis in their work?
How can your product or service address each of these burdens and
help make daily challenges easier? Why should they buy your product
or service? Given what you know about this buyer persona, what are
the main selling points of your product or service? Based upon what
you know about their daily obstacles and fears and the goals they have
in their work and their business, what are the main selling points of
your product or service for them?

6. THE BUYER’S JOURNEY

Where is this person at in their buyer’s journey? The content and offers
you share will need to align with whether they are just aware of your
business, considering it, or deciding to purchase.

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PERSON’S NAME BACKGROUND & DEMOGRAPHICS
history: job responsibilities:

age: size of company:

sex: income:

job title: hobbies & interests:

COMMUNICATION GOALS TYPICAL BUYER’S JOURNEY

How does this person communicate for short term:
1.
awareness
their job? What content can you provide to
help more people discover your
product or service?

What associations/social networks are mid term:

2.
consideration
they involved in? What content can you provide to
help them research products like
yours?

What publications or blogs do they read? long term:

3.
decision
What content can you provide to
help them make their final decision
to purchase?

DAILY CHALLENGES COMMON OBJECTIONS BIGGEST FEARS

CHANGE EXPECTATIONS PURCHASE CRITERIA

What change do they expect to see from buying your What are the 3-5 most important factors when deciding if
product or service? they should purchase your product or service?