What is an audience persona and why do I need one?

If you’re struggling to focus, if you’re struggling with overwhelm, if you have hit a slow patch and you’re struggling to generate new clients, you are showing symptoms that lead back to a single root cause.

You are not being specific enough about who you are trying to reach.

I’m sure I’m not the first person who has told you how important it is to understand your target audience. And you might already be able to list off their general attributes. But do these attributes help you picture in your mind a real person with real problems and real feelings? If not, it’s time to write an audience persona.

I know what you’re thinking.

“Lucy, I already know who I’m targeting. I don’t have time to write an audience persona!”

If the very thought of having to decide on exactly how old your ideal client is, exactly where they live or how much money they make, how they think, and what they believe in, it’s a sign that these are the very things you need to do.

There is a reason any marketer worth their salt (this includes strategists, copywriters, content marketers and so on) will ask you for an audience persona before they start work.

Audience personas are used to create laser-sharp focus around who you’re targeting and why. They form the very foundation for how to develop your service offering, how to set your price, how to write sales copy and your elevator pitch.

So what should an audience persona look like?

Let’s start with what it’s not.

  • It’s not a Frankenstein-ed amalgam of any client you can ever imagine wanting to hire you.

  • It’s not a unicorn - so imaginary, they couldn’t possibly exist in real life.

  • It’s not someone aged between 30-50, or some who earns $60,000 - $90,000 per year or someone who lives in any one of three suburbs.

How many personas do you need?

That all depends on how many different types of people you serve. If you believe you need to be pursuing multiple verticals simultaneously to build your business, you will need to generate multiple laser-sharp audience personas.

How to do it

Below is a basic template for an audience persona. Feel free to add categories until you have a well-rounded sense of your ideal client.

  1. Demographics

    • Age

    • Gender

    • Relationship status

    • Where they live

    • Their occupation

    • Their income

  2. Psychographics

    • Political leanings

    • How they think

    • What they care about

    • What they enjoy doing in their spare time

    • Their buying behaviour

    • Their needs

Do this for as many audience personas as you need to adequately encompass the different clients you reasonably want to serve.

What next? What’s it all for?

At this point, you might be wondering how to use your audience personas. The list is endless really, but here’s a start:

  • Unique value proposition

    • Pains

    • Gains

    • Pain relievers

    • Gain creators

  • Service development

  • Messaging

    • Testing

    • How do you best connect with each audience.