Buyer personaWhat it means for you.

A semi-fictional portrait of a typical buyer, built from research into real customers.

Growth Score · Offer & Positioning

Definition

What it means

A persona summarizes goals, worries and how a buyer decides, using interviews and data rather than guesses. It helps a team write to a specific person.

Personas that are invented without research tend to repeat assumptions.

In Growth Score

Part of your score

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Guides that cover it

The 5-section landing pageA five-section structure, with the copy rules that make each section convert.Clear in five secondsRun the five-second test, then fix the headline, structure and one action.

Offer & Positioning

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FAQ

Quick answers

What is Buyer persona?

A semi-fictional portrait of a typical buyer, built from research into real customers.

Where does it sit in Growth Score?

It belongs to the Offer & Positioning pillar, one of the 12 pillars your score is built from.

What should I read next?

Start with Ideal customer profile and Positioning, then browse the other terms in Offer & Positioning.

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