What is the persona?
The persona is a fictional character representing the ideal customer for a product or service in a specific industry as accurately as possible. It is defined by a set of precise characteristics that evokes a group of people who are likely to be interested in your products and/or services.
Depending on your industry and offer, it is possible to have a few personas, each corresponding to different customers in your target market.
No one wakes up one morning and says, “Hey, let’s buy new windows.”
Before the act of buying, there is a need. Whether spontaneous or planned, a final purchase is associated with a need. A need is motivated by a physiological event, an emotional response or a particular circumstance such as a moment in life, a season or an unexpected event. To reach your prospect to develop an effective and relevant marketing strategy, you need to understand a customer’s needs and motivations. It is the role of the persona.