Lesson One

HOW MANY BUYER PERSONAS SHOULD YOU HAVE?

As a entrepreneur, hustler on the side of that 9 to 5 job, or small business owner, Reader, by this time, you should have a basic inkling about personas – what they are, how to create them and even why you want them in the first place. If not, no worries, you will get more insight at the CJM Masterclass on 01/27/24. You got your ticket?

Let's keep moving forward. It could be that you tried to create a persona on your own, but have you thought about how many should you really have? One? Two? Five? None? Are there any standards? Let’s tackle these questions together.

The answer is – it depends. Well, this isn’t quite helpful and hardly can be called the answer. See, like it is with touchpoints, there’s no golden standard when it comes to numbers. It boils down to what we call "segments." You could reach a 25 y.o. and a 55 y.o., who desire what you offer, BUT the way they shop, behave, etc., is totally different from one another. So, this is where personas come into play.

Personas Numbers Come From Research

First of all, to identify how many personas you should have, you will need to do some market research (we'll be looking that over at the masterclass on 01/27/24). Conduct a market segmentation to bring out the main groups of your target customers. Then, break these groups into subgroups.

Ideally, what you should end up with is a certain number of customer subgroups each of which has a set of traits and characteristics that unite them.

For example, say you have a pastry house and the target audience is fairly diverse. It can be hardcore pastry lovers who can tell by the smell itself what sort of ingredients were used. It can be some amateurs who don’t really care about such nuances, but they love the atmosphere and they enjoy hanging out there with friends. There can be some in-a-hurry folks who just need that doughnut to keep them going.

You need to describe these groups precisely enough so you can transform them into personas. Don’t spend too much time working on details, though. At the same time, do not try to cut corners. Your subgroups shouldn’t be very broad. So you need some sort of a happy medium.

In 2024, it is time to take BIG STEPS! In order to do so, we must do first things first when it comes to gaining our ideal customers. Also, do you really know what your brand represents?

I cannot wait to speak with you further. Look for e-mails on our upcoming LIVES on IG, Meta and LinkedIn. Ensure your notifications are set.