Your customer personas will inform EVERYTHING you do from a marketing perspective.

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Building a Persona

Understanding your customer takes some time. This article contains the questions to get you as close as possible.

Angel Persona

Customers you DO want to target are called “angels” because they are the people you look forward to doing business with.


  • Age
  • Gender
  • Location
  • Married?
  • Hobbies
  • Kids & Ages
  • Ethnicity
  • Level of Education


  • Job Title
  • Company Size
  • Income
  • Debt
  • Transportation
  • Disposable Income
  • Housing


  • Conferences
  • Blogs
  • Books
  • Movies/TV
  • Music
  • Influencers
  • What does s/he Google?
  • How is free time spent?
  • Guilty pleasures?
  • Who does s/he idolize?
  • Favorite meal
  • Fantasy vacation

Goals & Values

  • Goals
  • Values
  • Life Beliefs


  • What does their hell look like?
  • Challenges
  • Pain Points

Objections & Roles

  • Possible objections
  • Role in the purchase process


What does their heaven look like?

Before & After

  • Have
  • Feel
  • Average day
  • Status
  • Good vs Evil

Do the same thing with the after

Demon Persona

These are customers that you DO NOT want to do business with.