Customer personas — detailed profiles of specific customer types you serve — force specificity in marketing and product decisions. Most businesses skip this and produce generic marketing that doesn't reach anyone specifically.
What a persona contains
Specific demographic details (age, job, location, income). Specific psychographic details (values, frustrations, aspirations). Specific buying behaviours (where they find products, what they read, what they trust). Specific use case for your product.
How to build them
Interview 5-10 actual customers. Look for patterns. Document 2-3 primary personas. Reference them in marketing and product decisions.
Why this works
Marketing that targets specific people resonates more. Product decisions get clarity (does this serve our persona?). Sales conversations land better when prepared for specific customer types.