1. Persona Name: EXAMPLE
BACKGROUND:
• Basic details about persona’s role
• Key information about the persona’s company
• Relevant background info, like education or hobbies
DEMOGRAPHICS:
• Gender
• Age Range
• HH Income
• Urbanicity (Is your persona urban, suburban, or rural?)
IDENTIFIERS:
• Buzz words
• Mannerisms

2. Persona Name: EXAMPLE
GOALS:
• Persona’s primary goal
• Persona’s secondary goal
CHALLENGES:
• Primary challenge to persona’s success
• Secondary challenge to persona’s success
HOW WE HELP:
• How you solve your persona’s challenges
• How you help your persona achieve goals

3. Persona Name: EXAMPLE
REAL QUOTES:
• Include a few real quotes – taken during your
interviews – that represent your persona well. This will
make it easier for employees to relate to and understand
your persona.
COMMON OBJECTIONS:
• Identify the most common objections your persona will
raise during the sales process.

4. Persona Name: EXAMPLE
MARKETING MESSAGING:
• How should you describe your solution to your
persona?
ELEVATOR PITCH:
• Make describing your solution simple and consistent
across everyone in your company.

5. Jonny Job Seeker
BACKGROUND:
• Basic details about persona’s role
• Key information about the persona’s company
• Relevant background info, like education or hobbies
DEMOGRAPHICS:
• Gender
• Age Range
• HH Income
• Urbanicity (Is your persona urban, suburban, or rural?)
IDENTIFIERS:
• Buzz words
• Mannerisms

6. Jonny Job Seeker
GOALS:
• Persona’s primary goal
• Persona’s secondary goal
CHALLENGES:
• Primary challenge to persona’s success
• Secondary challenge to persona’s success
HOW WE HELP:
• How you solve your persona’s challenges
• How you help your persona achieve goals

7. Jonny Job Seeker
REAL QUOTES:
• Include a few real quotes – taken during your
interviews – that represent your persona well. This will
make it easier for employees to relate to and understand
your persona.
COMMON OBJECTIONS:
• Identify the most common objections your persona will
raise during the sales process.

8. Jonny Job Seeker
MARKETING MESSAGING:
• How should you describe your solution to your
persona?
ELEVATOR PITCH:
• Make describing your solution simple and consistent
across everyone in your company.

9. Ivan the Involved Intern
BACKGROUND:
• Involved in many clubs
•
• Relevant background info, like education or hobbies
DEMOGRAPHICS:
• Gender
• Age Range
• HH Income
• Urbanicity (Is your persona urban, suburban, or rural?)
IDENTIFIERS:
• Buzz words
• Mannerisms

10. Ivan the Involved Intern
GOALS:
• Persona’s primary goal
• Persona’s secondary goal
CHALLENGES:
• Primary challenge to persona’s success
• Secondary challenge to persona’s success
HOW WE HELP:
• How you solve your persona’s challenges
• How you help your persona achieve goals

11. Ivan the Involved Intern
REAL QUOTES:
• Include a few real quotes – taken during your
interviews – that represent your persona well. This will
make it easier for employees to relate to and understand
your persona.
COMMON OBJECTIONS:
• Identify the most common objections your persona will
raise during the sales process.

12. Ivan the Involved Intern
MARKETING MESSAGING:
• How should you describe your solution to your
persona?
ELEVATOR PITCH:
• Make describing your solution simple and consistent
across everyone in your company.

13. Peter Preparer
BACKGROUND:
• In college to get a job when finished
• Average student, works part time
• Joined a Club or Fraternity to be social
DEMOGRAPHICS:
• M/F
• Income: Getting by with some student loans
•
• Urbanicity (Is your persona urban, suburban, or rural?)
IDENTIFIERS:
• Buzz words
• Mannerisms

14. Peter Preparer
GOALS:
• Persona’s primary goal
• Persona’s secondary goal
CHALLENGES:
• Primary challenge to persona’s success
• Secondary challenge to persona’s success
HOW WE HELP:
• How you solve your persona’s challenges
• How you help your persona achieve goals

15. Peter Preparer
REAL QUOTES:
• Include a few real quotes – taken during your
interviews – that represent your persona well. This will
make it easier for employees to relate to and understand
your persona.
COMMON OBJECTIONS:
• Identify the most common objections your persona will
raise during the sales process.

16. Peter Preparer
MARKETING MESSAGING:
• How should you describe your solution to your
persona?
ELEVATOR PITCH:
• Make describing your solution simple and consistent
across everyone in your company.