The buyer persona is a short biography of the typical customer. It comments on the buyer’s background, daily activities, and how they deal with their current set of problems.

1. Buyer Persona Template
The buyer persona is a short biography of the typical customer. It comments on the
buyer’s background, daily activities, and how they deal with their current set of problems.
Create your buyer personas
Name: You can select a name that is easily remembered and also sumarises the
I recommend to add a photo that user goal (e.g. carlose the marathon runner)
represents this buyer persona
Quote: From the customer which identifies the segment
Key attributes
Age, personal background
Hobbies
Responsibilities
Brief description of this person’s work
responsibilities
Attitude
Job Focus
Type of Persona
Initiator, influencer, decision maker, buyer,
user
Goals
Pain / fears / problems points
List of potential pain / fears points that
commonly affect this persona. What
pressing issues keep this person up at
night?
Key drivers / motivators
What drives this person, What motivates
this person to take action?
Communication tendency
What makes them to respond?
Validations
What inputs help this person make a
decision, Do they value product reviews,
Analyst reports?
Organisations / events
What type of organisations does this
person belong to and what events does
s/he attend? Online, offline?
Social networks they are in
Facebook, Twitter, LinkedIn, etc.
caenlofe@gmail.com www.twitter.com/carloselopez
www.carloselopez.com www.es.linkedin.com/in/carloselopez

2. Do they publish content online?
What publications do they read
(online/offline)?
What sources does this person turn to for
information? What content are they
consuming? Why are they consuming that
content?
Is there any top influencer in
their communities (e.g. blogger,
journalist, speaker)?
Does this person seek advice from
colleagues, industry peers or third parties?
Are there internal/external influences in the
kind of content they choose to consume?
Keywords used to search
information
What specific words or phrases does she
use to describe the problems she is
facing?
Content preferences
What are his content
preferences throughout the
buying cycle?
Do they access via online, mobile, tablet?
Do they get more of the information during
work hours or at home? Do they get the
information through word of mouth from
their communities? Does advertising play a
role? How much content do they consume
at different stages of their buying process?
Do they need more at the early, mid or
later stages of buying?
What might prevent this person
from selecting your company,
product or service?
Buying stage
Interest, learn, evaluation, justify, purchase
What questions is your persona
asking at each stage?
Key messages and value
proposition
Most likely to respond to!
Template done by Carlose Lopez
caenlofe@gmail.com www.twitter.com/carloselopez
www.carloselopez.com www.es.linkedin.com/in/carloselopez