March 5, 2019

How to Create a Buyer Persona Template for your Business

Marketers constantly try to create the perfect buyer persona for their business, not many though have a good grasp on how to properly create one.

In this article, we are going to show you how to properly create a buyer persona template to use for your own business.

To be frank, creating a buyer persona template for your business can be a daunting task, mainly because if you do not do it right you might end up targeting the wrong audience.

And that’s something you should definitely want to avoid as it can really drain your marketing budget.

What is a buyer persona?

A buyer persona in layman terms can be described as a representation of the ideal type of customer that can be benefited from using your product or service.

Marketers are constantly creating and tweaking buyer personas in order to accurately target specific customer segments.

What are the benefits of creating a buyer persona?

Creating a buyer persona comes with a lot of benefits for the growth of your business.

Buyer personas will help you with:

  • Product optimization and overall user experience
  • Find leads that will be relevant to your business
  • Understand the behaviour of your customer (Behaviour marketing)
  • Optimizing your overall business strategy


Let’s take a quick look on the step you need to take in order to create a template for your buyer personas.

The following how-to addresses both B2B and B2C audiences, although some small adjustments might need to be made according to your audience.

How to Create a Buyer Persona Template

So to exactly understand how to create a buyer persona I am going to do this along the way so you can exactly see the process that I am going to follow.

First of all, we need to set the basis of our template, that means which aspects of the buyer persona our template is going to cover.

The most common traits to cover are but not limited to:

  • Identity
  • The backstory of Personal Life
  • Career Path and Choices
  • Personality Traits and Tendencies
  • Online and Offline Purchase Behavior
  • Goals
  • Pain Points and Challenges
  • Familiarity with Product Use


After you figured out which aspects are going to be included within your template you have to start asking questions.

For this specific example, we are going to use the following traits that will be included within our template. I am going to be using Google Slides to create my persona template!


The identity section of your template will cover all the basic personal details you need to know in order to establish an appropriate buyer persona.

Within that section you can include information like:

  • Name
  • Gender
  • Age
  • Location
  • Marital Status
  • Education
  • Job Title
  • Annual Income

Goal Section

Within that section of your buyer persona template you want to answer some of the following questions.

What are your:

  1. Overall goals in life?
  2. Career goals?
  3. What do you hope to achieve with the use of our product?

And you can include it directly under the avatar photo of your template like so:

Which leads us to the next section of the template.

Challenges and Pain Points

In this Section you will cover some pain points of your ideal customer this can be done by answering a couple of simple yet difficult to answer questions:

  1. What type of job you would most likely dislike?
  2. What’s the most memorable bad customer experience you ever had?
  3. Have you ever regretted a purchase?

Online and Offline Purchase Behaviour

This is one of the most important aspects of your template for both B2B and B2C buyer personas.

You will want to carefully think what type of purchases your ideal customer is making or going to make. This will help you understand purchasing patterns that can even help you restructure the pricing of your products.


Some example questions you should be asking here are but not limited to:

  1. Do you use the web to search for products?
  2. What’s your most recent offline purchase?
  3. What’s your prefered method of payment?



That concludes our small yet effective guide to start building your own buyer persona template.

There are literally hundreds other combination you can include within your template some additional traits you can include are:

  • Products that were used but failed to accommodate their needs
  • Information based on similar products they’ve used


Before we go here is a bonus pro tip:

To get a better understanding of your ideal customer consulting with your sales and marketing team is a process many businesses fail to do! Make sure you are not one of them.

January 4, 2017

Marketing Revolution or Marketing as Normal

By Phil Smith

So here we all are; post Christmas and if you are anything like me you’re sat in front of your computer, looking at the e-mails that have amassed since you were last in the office, wondering if you should

a) “Select All” then press delete, or

b) shift through each one individually as there just might be that all important career changing e-mail.

A it is then…..

Up next is the obligatory New Year’s Resolution.

“Stop Smoking” – never done it.

“Join the Gym” The only time I frequented such a place was in October when our Boiler broke down and I had to use their facilities to shower. Six Pack? I’m perfectly happy with my Watneys Party Seven.

I think what most of want is to be where we were pre the Festivities; back to normal. As I look down at my Ramones t-shirt and notice the Presidential Seal logo is now egg shaped, back to normal for me will involve cutting out Pizzas, Doner Kebabs and Red wine. Well, maybe not the Pizzas and if truth be told Dirty Doners are in actual fact cooked in a very healthy way (All right the elephant leg maybe made up of leftovers from “I’m A Celebrity – Get Me Out Of Here” but it tastes sooooo nice) and I’m sure that I read somewhere that Red wine was good for the heart or Blood Pressure.

However do we really want to return to normality? Don’t get me wrong, it’s perfectly acceptable to be happy in your chosen field, turning up and doing a full day’s graft and enjoying it, but want about opportunities? My Manager recently asked me to write three short comedy scripts for a potential Marketing idea. This is as far removed from my day to day work as is humanly possible, comedy is no laughing matter as I quickly found out, but I still took it on. I know what you are thinking and the answer is no, this isn’t one of them.

Here’s my point; when Britain first embraced the Railways it was extensively to move goods from point A to B quicker than by canal, then it was moving the country’s work force. William Henry Smith in 1848 opened a Bookstall on Euston Station’s concourse and within two years WH Smith was the principle distributor of Newspapers across the Country and in the process became the world’s first chain store. As Croydon had several mainline stations Sainsbury’s opened its first out of London Grocery Shop there because of the easy of transportation. The store is still there to this day in the de-militarised part of the Whitgift Centre, but what these two companies had seen were opportunities. They used something that they had nothing to do with implementing to their advantage.

So, let’s get that Revolution going  –  Don’t let the grain of a great idea go ungerminated, let Romax Marketing help you nurture it, feed it, so instead of looking back at this year as being “marketing as normal” you could be looking back at something that could be potentially exceptional for 2017.

I could at this point list a whole range of ideas and concepts that Romax has had a hand in over its 20-year history, but as you are already reading this on our web-site, just move the cursor up and to the right or left to discover how Romax could help you.

direct mail rocket ROI

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: +44 (0) 20 8293 8550

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March 31, 2016

Are sales calls as dead as the dodo?

It’s so funny how we don’t talk any more.

Is the sales call as dated as gold lame shirts? It does depend of course on your current fashion sense as to how you respond to that question of course! The immortal words of Sir Cliff, “It’s so funny how we don’t talk anymore”, resonate now more than ever, but how should businesses overcome the increasingly difficult problem of talking with clients?

“I am soooooooo busy” or “I haven’t got time to take a sales call from my supplier” are the frequent utterances in response to a sales call. Is that because we still refer to them as sales calls? Why doesn’t business view them as opportunities to hear what is new in the market place, see them as a vital way to keep informed of developments in your industry?

The telephone on my desk is under utilised. I almost jump out of my skin when it rings. However, my email inbox is very full – mainly acting as an instant message service rather than a good way of communicating coherently and well following a constructive conversation with either a client or a supplier.

How often do we hear after a good meeting how “great it was to put a face to the name”, and how much more productive that meeting was for all concerned. It’s about a smile, a reassuring word or the value that is placed in the ‘effort’ to ‘make and take’ a phone call or spare time to listen and learn. How do businesses get to talk to their clients when nobody likes receiving business calls? How can meaningful relationships be built?

Voicemail should be BANNED!

In our office, we have 6 members of our client services team that have a combined experience of over 100 years of working in the direct marketing, print and direct mail industry. As suppliers we should be viewed as people to engage with and help, advise and ‘tap’ for experience. How can we get our clients to USE that experience? Help and advise in the direct marketing industry is hugely beneficial and can save you time and money if accessed properly.

As a client you are about to spend a lot of time, money and energy on your campaign. You are entrusting the future success of your campaign, business and possibly career with a supplier, that you may have never met, or held an involved conversation with. Perhaps we should all stop thinking of contact from our suppliers as sales calls and start to view them as opportunities.

the sales call is a vital learning tool for clients

Emails are a superb ways of transferring confirmation instructions and summarising conversations. They make excellent tools for conveying easy sell messages. Complex services, ideas and concepts however, are not easily communicated in the dry environment of a business email. When David Cameron and Barack Obama are holding international diplomatic talks, they don’t email each other. You never hear on the news that Mr Putin emailed Angela Merkel about the situation in Syria. They get on the phone and discuss things, or hold face to face talks to discuss the detail and then they write down the summary and sign up to the deal.

Take time to take a sales call. Take time to make a sales call. Pop the kettle on – It’s not just good to talk – it’s beneficial.

Written by Robin Sumner, Managing Director at Romax Marketing & Distribution.

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: +44 (0) 20 8293 8550

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August 14, 2015

Social Media Marketing

Social Media MarketingMy View…. Written by Charlene Plows


”Every day I walk down the street and tell passers-by what I have eaten, how I feel, what I have done the night before and what I will do for the rest of the day.

‘I give them pictures of my wife, my daughter, my dog and me gardening and on holiday, spending time by the pool.

‘I also listen to their conversations, tell them I “like” them and give them my opinion on every subject that interests me… whether it interests them or not.

‘And it works. I already have four people following me: two police officers, a social worker and a psychiatrist.’”

Above courtesy of ‘The Oldie’ via Daily Mail

SO my friends:

  • Do you really have a million friends?
  • Does everyone really need to see pictures of you in your bikini?
  • Do I care if you are enjoying a cup of tea?
  • Do I need to see pictures of your pets?

The answer to all of the above is categorically NO!!!

 BUT Does Social Media Work for business ……      


As we all know, there are so many pros and cons for Social Media but if used responsibly I do believe Social Media is a remarkable tool which can help promote businesses.

Through Linked In, Facebook, YouTube and Twitter you can engage with your clients on a regular basis at very little costs.

There are many potential benefits of Social Media Marketing and just a few are:

  • reduced marketing costs
  • increased traffic to your website
  • improved ranking on search engines
  • greater customer engagement
  • greater access to international markets
  • opportunity for customer feedback
  • opportunity to conduct market research about your customers
  • improved networking opportunities with customers and other businesses

On the flip side, however, Social Media Marketing ROI is Hard to Define.

A recent study highlighted that up to 89% of digital marketers really want to know the ROI of their social media efforts. But:

  • Only 37% can measure the results of their SMM
  • while another 35% say they are really not sure if they are measuring ROI properly
  • and 28% say they really don’t know how to measure ROI at all.

Social Media attracts all sorts of people, sometimes providing an easy platform to hide behind to allow for occasionally malicious comments.  Negative comments can often be turned around to positive experiences for clients but this requires a high level of management to prevent this medium producing a detrimental effect on your business. Such elements include spammers, scammers, trolls and other individuals intent on doing harm to your online reputation.

I personally wouldn’t recommend simply relying on Social Media alone and do believe you need to mix it up to work, so why not throw in a little Direct Mail for true client engagement?

Well anyway, that’s my view and I’m sure this will open up a can of worms but there you have it.

Charlene Plows is Head of Client Services at Romax.

romax_logo_tag_blueRomax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2CDirect Mail, Data Management, Printing, Discount Postage and Membership Communication Services and Consultancy. Contact us: +44 (0) 20 8293 8550

Contact Us