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Category
User
Influencer
Decision Maker
Other
Who is this template for?
BACKGROUND (CAREER, FAMILY, ETHNICITY)
DEMOGRAPHICS (GENDER, AGE, LOCATION, INCOME)
IDENTIFIERS (PERSONALITY, COMMUNICATION PREFERENCES)
WHAT
GOALS - WHAT DO THEY WANT (BIG PICTURE)
CHALLENGES - WHAT IS THEIR PRIMARY CONCERN/ISSUE
OBJECTIONS - WHAT BARRIERS WILL PREVENT THEM FROM COMPLETING THE SALE? WHO/WHAT ARE THE ALTERNATIVES?
WHY
HOW DOES YOUR BRAND HELP THE PERSONA ACHIEVE THEIR GOALS OR OVERCOME THEIR CHALLENGES?
MESSAGING - DESCRIBE HOW YOUR BRAND/SOLUTION HELPS THE PERSONA. THIS SHOULD BE SHORT, LIKE AN ELEVATOR PITCH.
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