You probably should never ask someone point-blank to place themselves into a persona (like through a survey.)
Rather, you want a persona to be the sum of their segmentation. (View Highlight)
A buyer persona is a high-level “who” and “what” about somebody in your audience. (View Highlight)
To deconstruct the above “Jake” persona, what we really have is a number of segments:
Goal = giving his family a good life
Business problem = stagnant website traffic (and, assumed, stagnant sales)
Hesitancy = “content marketing won’t work for my type of business”
Family situation = married with children
Combined, these segments tell the story of someone who is desperately trying to get the online business thing to work for him. He can’t seem to get anyone to his website, and the content marketing (read: random blogging) he’s done hasn’t worked. This is standing in the way of him being able to feel like he has a stable asset that allows him to dedicate most of his time to his growing family. (View Highlight)
