Buyer persona, with a template
What a buyer persona is, the fields that matter, a filled-in example, and how to use it in your posts.
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The short answer
A buyer persona is a short, research-based profile of one typical customer: Who they are, the problem they want solved, what stops them from buying, where they look for answers and the words they use. It turns “our audience” into one person you can write for, which makes every post, page and pitch more specific.
Updated
Build one, step by step
- 01
Talk to five to ten customers
Ask why they bought, what nearly stopped them and where they looked first. Write down their exact words.
- 02
Read reviews and comments
Yours and your competitors’. Complaints are objections; praise is your promise.
- 03
Fill one persona
One page, the six fields above. Resist adding hobbies that change nothing you would post.
- 04
Turn fields into content
Each objection becomes a myth-vs-fact video, each goal a before-and-after, their words become your hooks.
- 05
Revisit quarterly
Check new reviews and questions; update the words and objections.
A filled-in example
- Name and role
Who
Maya, 34, books cakes for her children’s birthdays and office parties.
Scheduled - Goal
Wants
A cake that looks great in photos, ordered in two minutes, delivered on time.
Scheduled - Problem
Pain
Last-minute orders get turned down; supermarket cakes look generic.
Scheduled - Objections
Doubts
Will it arrive in one piece? Is it worth twice the supermarket price?
Scheduled - Where they look
Finds
Instagram Reels, local mum groups, Google Maps reviews.
Scheduled - Their words
Says
“I just want it to look like the picture.”
Scheduled
Example week. An invented example for a small bakery’s online cake orders.
The template
Name and role
A made-up name and a one-line description: “Maya, runs a two-person bakery”.
Goal
What they are trying to achieve that your product helps with, in their words.
Problem
What gets in the way today, and what it costs them in time or money.
Objections
Why they might not buy: price, trust, effort, timing. Each one is a post waiting to be made.
Where they look
The platforms, communities, searches and people they turn to for answers.
Their words
Exact phrases from reviews, interviews and comments. Use them in hooks and captions.
Read next
Your questions, answered
Short answers to what people ask next.
A research-based profile of one typical customer: their goal, problem, objections, where they look for answers and the words they use. It makes marketing specific to one person instead of a crowd.
The target audience is the group your marketing is for; a buyer persona is one representative person inside that group, described in enough detail to write for.
Start with one. Add a second only when a group buys for clearly different reasons; small teams rarely need more than two or three.
An ideal customer profile describes the best-fit company or customer type; a buyer persona describes the person who buys and why. B2B teams usually use both.
It can draft one, but it should start from real customer words. Percify reads your brand from your website and deals post ideas around what your audience cares about, built on formats that already performed in your market.