How to create buyer personas that actually help your marketing
We’ve all read articles highlighting how important “buyer personas” are. But despite the finger-wagging, too often they’re either an afterthought or painfully vague.
“Meet Sam. Sam likes coffee. Sam might buy your product.”
Right… cheers, Sam.
They may seem silly but when done right buyer personas can transform your marketing. They can help you cut through the noise and talk directly to the people who’ll actually buy from you.
So, let’s build personas that actually work.
What’s a buyer persona, really?
A buyer persona is an example of your ideal customer. It's not just about their job title or age bracket – it's about what’s keeping them up at night and what makes them hit “buy now.”
Personas should feel like you know the person you’re writing for – because you do.
Why most personas gather dust
Too shallow: “25-60, likes social media.” That’s just about… everyone.
Made up in isolation: Built on hunches instead of real customer insights.
Never used: Created once, then buried somewhere in your shared drive, never to see daylight again (this happens way too often!)
Why you actually need them
If you’re a startup trying to gain traction, personas will:
Help you focus your marketing budget (no more scattergun approach)
Shape messaging that clicks instantly with your target customer
Inform product decisions (and stop you building stuff no one wants)
Speed up sales cycles (because you’re speaking your customer’s language)
How to build proper personas
Step 1: Talk to your (real) audience
Interview your actual customers, prospects, or people who fit your target market. You don’t have to spend a fortune getting insights. Find them on niche community groups or share surveys online. Ask questions like:
What problems are they trying to solve?
What’s frustrating about the current solutions out there?
What would make them trust and buy from someone like you?
Bonus tip: Listen for emotional words – fear, excitement, relief - and store them away for future marketing.
Step 2: Build deeper profiles
Don’t stop at “age” and “job title.” Think about:
Personal and professional goals (what does success look like to them?)
Pain points (what’s standing in their way?)
Buying triggers (what finally makes them take action?)
Objections (why might they hesitate or say no?)
Preferred channels (where do they hang out – podcasts, forums, TikTok?)
Step 3: Add behaviour patterns
You want to capture how they make decisions:
Do they research for weeks before buying?
Do they rely heavily on peer recommendations?
Are they motivated by price, status, or convenience?
These behaviours will shape how and where you market to them.
Step 4: Focus on 2-3 personas
Startups don’t need a cast of thousands. Focus on your core customer types – those who will really drive growth in your early stages. You can build this out later on.
Step 5: Make personas part of your daily operations
The best personas are used, not just stored.
Make them easy to share across your team:
Sales? They’ll tailor pitches to key motivations.
Product? They’ll prioritise features based on customer needs.
Marketing? They’ll write content that actually resonates.
Example persona
Meet Sam, an HR manager focused on employee wellbeing
Age: 35
Role: HR Manager at a fast-growing tech company
Goal: Improve staff wellbeing and mental health support to boost retention and morale
Pain Point: Limited internal expertise on mental health initiatives and worried about picking the wrong external partner
Buying Trigger: Wants simple, evidence-based wellbeing programmes that are easy to roll out and show clear benefits to staff
Objection: Concerned about over-complicated or “tick-box” mental health solutions that don’t engage employees
Preferred Content: Enjoys reading HR blogs, attending webinars on employee wellbeing, and listening to podcasts from wellbeing and leadership experts
So, when you’re writing a landing page or crafting an ad, ask:
“Would this actually help Sam hit their goals – or would it just confuse them?”
That’s the magic test.
Quick win tip: Create ‘one-pagers’
Summarise each persona on one clear, visual page – name, photo (optional), pain points, goals, behaviours.
Stick it on the wall, send it to your team, refer to it when building campaigns.
In short
If you’re trying to grow a startup without clear buyer personas, you’re marketing blindfolded. But with the right profiles in place, you’ll find your messaging resonates, conversion rates improve, and your marketing suddenly feels a lot more targeted... and human.
Want help building buyer personas that actually drive leads and sales – not just sit on a slide deck? Let’s grab a virtual coffee and sort it out.
