BUYER PROFILE WORKBOOK Target Your Audience in a More Relevant, Personalized Way.

Buyer Profile: A fictional person, rooted in research, that represents the needs and interests of the main types of customers in your audience.  

Step 1: Look at Your Business When thinking about the customers you love working with or want more of, how would you describe them? These characteristics are your ideal client criteria and the basis for creating Buyer Profiles.

Discover your ideal client by asking basic questions, like: Who do you absolutely love working with? What type of work would you like to have more of? Who purchases from you the most often? What type of customer makes the biggest purchases? Who are the biggest drain on your resources? What type of client terminate service or return products most often?

Step 2: Craft an Identity Find out who your persona is and give them a backstory. Joe the single 20-something is going to have different motivations than Mary the 40-something divorcée with two kids.

Sample Persona: Greg the General Contractor Greg is a college graduate who is married with 2 kids, lives in the suburbs and drives an SUV. He is very involved in his local community and works long hours. It doesn’t leave much time to hang out with his family. 46 23

Step 3: Discover Challenges Think about the challenges your persona faces and use insights about the daily achievements, struggles, and processes of your persona to uncover what motivates them. What problems does your persona have?   Where do their obstacles intersect with your expertise?   What specific challenges can you help them overcome?

Sample Persona: Greg the General Contractor Greg is a college graduate who is married with 2 kids, lives in the suburbs and drives an SUV. He is very involved in his local community and works long hours. It doesn’t leave much time to hang out with his family. 46 23 Balancing operations with business development Keeping up with the latest technology Finding talented tradesmen Wants bigger contracts Hopes to grow his business Dreams of passing his business down to his kids Wishes he could spend more time with his family

Step 4: Validate with Research Now that you have a rough draft of your buyer profile, revise with real-life data.

Persona Worksheets Download this workbook and use the following worksheets to create your own personas.

About Hatchbuck Simple, yet elegantly intelligent, Hatchbuck is sales and marketing software that automates your sales and marketing efforts overnight. Turn emails into conversations, website visitors into handshakes, and customers into raving fans. It’s time to grow. www.hatchbuck.com