The key to targeted communications is knowing who you are speaking to. Whether it be online, in print, in person, or any medium, targeting will keep your communications on target. Personas are simple to use customer profiles that can be applied to something as broad as the business or as specific as a marketing campaign for a single product. This worksheet walks you through the steps of creating effective Personas for your business.

1. MS Digital Solutions Personas Worksheet
MS Digital Solutions|msdigitalsolutions.com|260-223-9202
What isa Persona:Thinkof a Personaas a representationof yourcustomers. While itisvery
generalizedasitrepresentsanaverage of a groupof customers,the more specificitis,the more
effectiveitwill be. Personascanbe builtforthe business asa whole orfor specificproductsand
services.
How doI builda Persona:Thisworksheetwill walkyouthroughseveral questionsandthingstoconsider
whenbuildingthe Personaforyourbusiness. The lastpage is a template where youcanbringall of the
mostpertinentinformationtogether. Be asaccurate as possible. Talkwithyourclients. Lookat your
contacts forcommon traits. Try to applyactual data overgutfeelings.
Fields
 Image:For eachPersona,findanimage that visuallydepictsthe mostimportantelementsof the
Persona
 PersonaName:Give the PersonaaName that isalso descriptiveof thisPersona –“Short for
Time Sally”mightbe a gooddescriptionfora momof school agedkidsthatis constantlyplaying
chauffeurandhas notime to shop.
 Background:Jobdetailssuchas a title,industry,yearsof experience,goals/aspirations,family
detailssuchas marital status,numberof kids,ages,etc.
 Demographics:Gender,age,Income,location,
 Personal Identifiers:thesedescribe the demeanorandenvironmentthatthe customerexists
inside –calm/rushed,hasa personal assistant,soledecisionmaker,communicationpreferences
(email,phone,printed,…)
 Goals:Not justneeds – butwhat are the drivingforcesintheirpersonal/professional livesthat
theirpurchase decisionsare aimedtofulfill. Eveninretail,thinkbeyond“asweatertokeepme
warm” to expressionsof personalstyle andstatus.
 Challenges:Whatis keepingthis frombeinganeasydecision –budget,time,staff,challenges
associatedwiththe nextstepsafterdecision(rolloutandimplementation).
 Our Fit:What role can your businesstake inhelpingthe individual achieve theirgoalsand
overcome theirchallenges
 In Your CustomersWords:What are some comments/quotesfromactual customersthat
illustrate the challengestheyface andthe goalstheyset.
 ObjectiontoOvercome:Whatare the most commonobjectionsthatyouhearfromcustomers
that fitthispersona.
 Product/Services:Inyourproduct/service mix,whatare mostapplicable?
 MarketingMessage:Howdo you bestframe yourproduct,service,orbusinesstothiscustomer
– 6 Words
 ElevatorPitch:15 secondstostand out – whatdo you say!
ContentMapping
SpecifyaspecificNeedorOpportunityof thisPersona. Identifycontentanddeliverymethodsfor
engagingthe customerandassistingthemastheymove fromDiscoverytoDecision.

2. MS Digital Solutions Personas Worksheet
MS Digital Solutions|msdigitalsolutions.com|260-223-9202
Sample Persona
Persona Name: Short onTime Susy Section1: Who
Background Stay at home mom, 3 kids,ages2 to 14
Demographics $100k annual householdincome, married,female,
retired,well educated,professional,late30sto early
40s, owns home,notonlake
Section2: What
Personal Identifiers Planner,listsforeverything, if itisn’tontheirphone
(email/calendar) itdoesn’texist.
Goals Get all of the kidsto/fromtheirschool/activitieson
time anddinneronthe table forqualityfamilytime
Challenges Time – not enoughhoursinthe day – withall of the
differentevents,one thingrunslate andthe whole
planis shot.
Our Fit Provide cooking/mealalternativesforthe timeswhen
the planchangesthat still allow fortime withfamily
Section3: Why
In TheirWords I needa go-tolastminute solutionforqualitymeals
whenI’mon the wayhome from soccerpractice with
one kidthat I can finishathome,that isn’tfastfood.
ObjectionstoOvercome Price perservingistoo high
I needhome cooked quality,notpre-packaged
unhealthymeals.
Section4: How
Products/Services Dinner-in-a-Box,Personal Shopper,Meal Plan
MarketingMessage Readyto cook mealsto-go
ElevatorPitch Prep-time isabigtime killerwhenfixinghealthy
mealsfora large family. We dothe prepwork and
provide the instructionsforgreattasting,healthy
meals.Yousimplywalk-inandpickthe outthe meal.
At home,follow the simpleinstructionsandin30
minuteseverybodyiseating.

3. MS Digital Solutions Personas Worksheet
MS Digital Solutions|msdigitalsolutions.com|260-223-9202
Persona Name: Section1: Who
Background
Demographics
Section2: What
Personal Identifiers
Goals
Challenges
Our Fit
Section3: Why
In TheirWords
ObjectionstoOvercome
Section4: How
Products/Services
MarketingMessage
ElevatorPitch

4. MS Digital Solutions Personas Worksheet
MS Digital Solutions|msdigitalsolutions.com|260-223-9202
ContentMapping
Persona Name: Section5:
Lifecycle
Need/Opportunity:
Discovery Consideration Decision
Customer has realized
and expressed
symptoms of a potential
need. Customer is
educatingthemselveson
available options.
Customerisrefiningthe
criteriafora successful
resolutiontotheirneed.
Havingdefineddesired
solution/outcome,the
customerisnow
evaluatingoptions
Section6: Content
 List ContentTitlesor
ideashere
 List ContentTitlesor
ideashere
 List ContentTitlesor
ideashere

5. MS Digital Solutions Personas Worksheet
MS Digital Solutions|msdigitalsolutions.com|260-223-9202