2. What Is A Buyer Persona? Fictional representations of your ideal clients. Based on client demographics, motivations, and concerns. This exercise produces key messages tailored to each persona.

3. B-to-B: Persona Name BACKGROUND: Details about persona’s role at firm Gender, Age Range Education, interests, professional organizations COMPANY: Industry Segment Number of Employees at Company Revenue or Assets Under Management The firm’s target audience IDENTIFIERS: Buzz words that grab the persona’s attention

4. Persona Name GOALS: Persona’s primary goal Persona’s secondary goal CHALLENGES: Primary challenge to persona’s success Secondary challenge to persona’s success HOW WE HELP: How you solve your persona’s challenges How you help your persona achieve goals

5. Persona Name MARKETING MESSAGING: How should you describe your solution to your persona? ELEVATOR PITCH: How would you succinctly describe your solution to engage the buyer?

6. B-to-C: Persona Name BACKGROUND: Details about this persona Gender Age Range Occupation Income Family Geography Education IDENTIFIERS: Buzz words that grab the persona’s attention

7. Persona Name GOALS: Persona’s primary goal Persona’s secondary goal CHALLENGES: Primary challenge to persona’s success Secondary challenge to persona’s success HOW WE HELP: How you solve your persona’s challenges How you help your persona achieve goals

8. Persona Name MARKETING MESSAGING: How should you describe your solution to your persona? ELEVATOR PITCH: How would you succinctly describe your solution to engage the buyer?