A persona is a fictitious person that’s made up from a composite of who you believe your prospective customer is likely to be.
I like to think of a persona as being one person that represents the behavioral patterns, attitudes, lifestyle choices, and motivations of your prospect. Importantly, a persona is an individual, not a demographic.
Creating a persona gives you the opportunity to visualize and empathize with your prospect or audience. It’s your audience of one person who you know so well. You’ve literally been in their shoes and seen how they view the world. What you write or talk about will resonate.
And the persona you’ve created represents your prospective customer.