Chapter 1: Marketing Basics
BUYER PERSONAS
ARE FICTIONAL REPRESENTATIONS OF
YOUR REAL CUSTOMERS
Easy to do! Choose no more than 5 to start.
They should be mutually exclusive.
Large Family Laura and Cat-Loving Karen are different people whose personality and demographic markers do not overlap much.
They can share pipelines, but they don’t always share segments.
Large Family Laura may be buying diapers by herself.
Even though she is an Individual, the purchase she is making is for her Family.
She can be a Monthly Subscriber AND 1x Buyer.
