How to Develop a "Buyer Persona" & "Unique Selling Proposition"

Who are your customers? What will you do for them?

When you have clear answers to the following two questions, you will not have to struggle so much to market your business or even get it off the ground. Having a clear definition of what you are doing and for who, is the difference between success or frustration, unnecessary expense or for some, just giving up. Your well considered answers will give your online presence and marketing clear focus and measurable results:

  1. Who exactly are your customers and what problem are you solving for them? If you were to have in your mind's eye an actual image of a suitable client/customer, what would you see? Describe that.
  2. What will make you unique and stand out? How will your product or service succeed in the marketplace where others may have failed? How would you describe your offering and Brand?

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Step 1. Create a "Buyer Persona"

Who are your potential customers? What problem can you solve for them?

What is a buyer persona?

A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

This is the person for whom you are creating your content, products or service. They can’t wait for you to launch because you solve a problem they have or supply a need or desire!

Use this form to build a description of a typical person for whom your products and services would be a good match. Build as real as possible model of someone in your "target market"?

Why do this?

This is a way to "humanize" your product or service. Instead of some nubulous "target market", when you can viualize a real live person in your mind's eye, you can much more effectively talk with that person, in a tone and language with which they are more likely to resonate and do business with you. Isn't that worth a few minutes of your time?

>> Need Help? Suggestions how to do this? <<

Some tips to help you develop an effective buyer persona:

Look in the mirror and see who is looking back at you.

Have you have ever had an idea for a business, service or product? Chances are your idea came from dealing with a frustrating experience, a problem you needed fixed, or a solution that didn’t really get the job done or was just too hard to implement. Perhaps you've observed a "pain point" of a friend or client.

Your buyer persona will seem more real and actionable to you when it is modeled on people with whom you've actually had contact. You will more likely be able to understand intimately what’s holding this fictional construct back from achieving their goal when it is modeled after something real to you. Building your website and marketing message to address this person's needs is the key to success.

8 More Ways to Gather Buyer Persona Data

  • – a fantastic community platform where people share knowledge about topics you have interest in. Review the most common questions for your niche.
  • Facebook Groups – find groups related to your niche and review profiles of members.
  • Online Marketplaces & Review SitesAmazon, Yelp, Udemy, AppStore etc. often have reviews on products by people who have purchased and used them. Look for "I would have given this 5 stars, except for...". What comes next is an opportunity to fill a need!
  • Typeform – create forms, surveys, quizes employed on your website, Facebook, etc. and ask people "what is your biggest fear / frustration with xyz".
  • Google Analytics – If you are not using GA, you are loosing out on mission critical information about how visitors engage with websites. Review the demographic & interest reports for great insights. Contact me to setup or help you interpret your GA data.
  • Facebook Analytics – review demographic reports.
  • YouTube Analytics – review demographic reports.
  • Just Ask! Contact me to setup a consultation to answer any questions. Besides offering web development, I also offer NLP coaching sessions to help you understand what you want and what stops you.

Finally, remember your buyer persona is a model. You need to test this model with the feedback and data you’ll collect about your audience as your online presence and business grows. It's definately not a one shot "set it and forget it" thing. Success requires a little effort.

Build your Buyer Persona description here:

Female | Male | Both | other
Pofession, vocation, career, peocupation, pursuit, main activity...
Yes | No | Partner | Maybe
Yes | No | Many
Yes | No | Many

Specific places she/he spends their time on/offline to solve this problem:

Top-5 search queries she/he may type into Google:

Step 2. Identify Your Unique Selling Proposition

A USP (unique selling proposition) is your hook and brand. It is the thing that sets you apart from the competition and how you will be remembered.

How will your product or service succeed in the marketplace where others may have failed? What makes you unique? How do you do things differently? What sort of evidence or proof can you offer to build confidence and trust in your products and services? And the inevitable "how much will it cost?" question.

>> Need Help? Suggestions? <<

Some tips to help you develop your unique selling proposition

What are the gaps you see in what your competitors offer? How can you offer what they don't?

To find these little gems, read customer reviews on Amazon, Yelp, Tripadvisor, Fiverr, Udemy, UpWork or other online marketplaces on which your competitors or related products are discussed.

Scan the 3 and 4 stars reviews. Look for reviews that starts with "I would have given it 5 stars if....". These little gems are worth their weight in gold because they tell you specifically what's missing in similar products/services.

Whatever comes after that "if...only" is a gap you can fill and advertize your point of differentiation, your USP!

Describe your offering and Unique Selling Proposition:

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