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Jessica SmithPersona: BPersona: C Persona: D
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Demographic
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Where do they Live?Suburban, Midwest USA
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Gender (if relevant)Female
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Age35-54NANANA
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Income$70,000
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Job TitleSmall Business Owner
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Primary LanguageEnglishEnglishSpanishEnglish
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Education level?
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FamilyTwo Children under 10
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PetsDog
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Psychographic - How They Feel
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What are their pain points?Limited time, overwhelmed by digital marketing options
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What motivates them daily?Achieve work-life balance, grow her business
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What is their Lifestyle?Business growth, digital trends, parenting tips
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What are their concerns or sources of hesitation?Complexity needs to be Simple
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What are their Dreams?A more automated SMB
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What relevant brands, publications, etc resonate with them?Nike, BMW, Athleta
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AIO - List Activities, Interests, and OpinionsHiking, childrens sports
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Behavioural - How they Act
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What relevant products or services have they previously bought/shown interest in?Mailchimp
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How are their decisions inspired?Other business owners in area
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Preferred ChannelsEmails, webinars, online workshops
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What kind of websites do they use for research?LinkedIn
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When are they most likely to need the product/solution?30 Days
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How far ahead do they start researching/planning?a week
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How important is cost to their decesion?Important
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Budget?$500/month for digital marketing tools/services
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What is their core buying behavior? Pick 1Dissonance-ReducingComplexHabitual BuyerVariety-Seeker
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Complex buying behavior - Use for consumers are buying an expensive, infrequently bought product.
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Dissonance-reducing buying behavior - Buyer is highly involved in the purchase process but has difficulties determining the differences between brands.
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Habitual buying behavior - Grocery Shopping for Milk, what family has always used
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Variety-seeking behavior - IE Fashion, shoes, beverage, or accessory
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