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Now that you know more about the Buyer Persona in theory, it’s time to create one for your business. Use the worksheet to construct your Buyer Persona. I’ll provide examples below, just in case the previous overview was too conceptual (If you’re nodding, you’re a sensing person aren’t you?)

To make it simple, I’m going to create a Buyer Persona for me, in my role as a coach consultant. I’m calling my Buyer Persona, Business-Owner Ben. Call yours anything you like. It’s actually best to attach a photo that you can relate to. It doesn’t have to be a real photo of a real customer. You can just find a photo online.

Now start filling out the boxes on the worksheet. Here are mine - (Don’t copy! You need to do the research for your own business):

 Favorite saying: “I’m wearing 10 hats, but none fit.”

 Gender: Male

 Job: Business owner of a small-to-medium business.

 Age: 40 years old

 Family: Married with one kid

 Location: Lives in Sydney, Australia.

 Goals:First is to scale successfully.Second is to have the right systems in place.Third is to manage expenses and cash flow.

NOTE: These goals are based on the kind of clients that I work with.

 Frustrations:He doesn’t know what he doesn’t know.Delegation. He’s scared to let go because the business is his baby. He’s been there from the start so he can do it better than anyone else.Winning customers or clients beyond friends and family.He knows he needs to do marketing but can’t really afford to do so. But then how can he win more customers if he doesn’t do marketing?

 Real Quotes:”I can’t do everything.””I’ve fired more people than I’ve hired.”

 Common objections:There’s too much marketing information out there. He’s read every blog that he could get his hands on. He’s learned about the funnels. He knows the growth gurus and the growth hacks and the funnel tricks and so on. So he’s thinking to himself “Oh, too much. Too hard. Don’t know where to start. I tried a bunch of things. Some worked, some didn’t.” But there’s no real strategy in place.He doesn’t get an external agency because he doesn’t have time or money to try something new.

 Traits:He’s confident. Sometimes, he’s overly confident.Made it on his own merits.Needs short emails. Otherwise, he loses attention. You need to keep emails very short, very high level because he’s super busy.

 What can we do?Show Ben how marketing is an extension of the sales pathway.Advise him on systems and processesHelp him get hands-on and implement.Give him this book!

 Background: Ben used to be a salaryman then he started his own dream project

 Brand Likes: For this, I can go onto Facebook Audience Insights. This is a tool that Facebook provides to businesses, for free. It’s no secret that Facebook is gathering data about its users. A ton of this data is available for you to look at and find trends and insights. Hence the name.To see what Ben actually likes via Facebook Audience Insights, I put in the country that Ben lives in, his age, and what I know about him. This is the power of the Advanced Buyer Persona. Facebook now shows me where Ben likes to spend his time and what products and pages he likes. Yeah, very scary. But very useful too. Don't be shy about marketing strategy.I can see that 45% of all the Bens in Australia work in management. Brilliant. So I know I'm targeting the right people.Ben likes prestige cars, lawn solutions, Lloyd's Auctions, Asahi beer, and real estate. He likes Land Rover cars and also Jaguar.I can also see what Ben's online behaviour is like. We can see that he's typically on his mobile phone. This makes a lot of sense. He's also an iPhone guy and he clicks roughly 34 ads in a month. That is a ton of ads.This tells me that conventional advice that "business owners don't spend time on Facebook" and "Business Owners are on LinkedIn" is actually wrong. Ben has a family too, and is a normal person regardless of what he does for work. So yes, he has Facebook.

 Marketing message:“Let me offer you some advice, Ben.” The keyword is let.“Let me show you how to build a brand that’s as respected as a prestige car.” (Wink wink)

 Elevator pitch: In your business, we are the ‘expert at the table‘.

 Significance or Connection: Ben wants significance. Part of the reason he started a business and moved out of the corporate world is because he knew there was something in him burning to get out. He believed he could do it better.

 Certainty or Variety? Well, we know Ben wants the certainty of cash flow and a big future, but right now cash flow is crazy. He's on a roller coaster some days. He's terrified some days. He's super excited other days. But the thing that he loves about this stage, if he was to pick something, it's the variety and the adventure of it all. So that’s what I’d pick

 Growth or Contribution: Ben’s actually right in the middle. He wants personal growth, but he's also interested in building something that brings value to others.

 Traditional or Online: Ben is very much online, not so much traditional.

 Social or Referral: He is somewhat motivated by social, but he also doesn't trust it when it comes to products. So he trusts word of mouth more.

 Blogs or Forums: Ben doesn't have time for finding new blogs but he has a few go-to favourites that he trusts because he trusts the author as an expert in Ben’s industry. If he does read, he is reading from a group that he's in or a car club that he's in. So I'm going to put him right in the middle.

 Phone or Email: Definitely phone calls. Emails just get lost in Ben’s chaotic inbox.

 Introvert or Extrovert: This is always an interesting one. Andy is here. He is an introvert usually, but his preference in business is to be people-focused. He needs to be around his team and he likes to be with his customers dealing on the cold face of the business, making people happy. I’m going to put him a little more toward the Extrovert side. So that's his preference in this context.

 Intuitive or Sensing: Oh yeah, definitely a big picture guy. Gut feel decisions all the way.

 Thinking or Feeling: He's a thinker, not a feeler. He doesn't trust his feelings. He thinks his feelings can lead him down the wrong path. Especially as an entrepreneur. He feels like he can’t trust his feelings. He can, however, trust his intuition, but in his mind, he needs to think through things logically because he doesn't want to make a dumb decision. That’s his point of view at least.

 Perceiving or Judging: Ben would say, “ugh... enough options. Let's just make it happen.” So he’s the ‘let’s do this already’ kind of guy. He’s a judging type.

Ben is what you would call an ENTJ personality (Extroverted, iNtuitive, Thinking, Judging), which is also known as ’The Executive’. Now you can Google what your Buyer Persona’s personality type is right after you do this buyer persona and find out a little bit more about how they tick. I know that Ben is called ‘The Executive’. He's the kind of guy that's very task-focused, tends to be a little bit blunt but when it comes to making decisions and driving a business, he is your guy (or gal if your Persona is a female ENTJ!). Remember his background story? When Ben decided to leave His job and start a company, he just got up and did it. It’s a classic ENTJ move.

Now, what you want to do with this Buyer Persona is to put this up in your office. Somewhere prominent. Maybe write it up and print it out and make a cleaner version or get a designer to spruce it up. Put it everywhere, because you want everyone to know that your customer is ‘Ben’. It is not some fluffy idea of what a customer is. It's a very specific person with real frustrations, real goals, and this is the power of creating a really personalized marketing funnel.

The bedrock of your strategy is your Buyer Persona.