HOW TO DEVELOP

A FACEBOOK ADS
BUYER PERSONA
- WORKBOOK -
INTRODUCTION
By Massimo Chieruzzi, CEO AdEspresso
You know:

A solid buyer persona is actually nothing else but a collection of the most common
traits you find among your current clients:

 Their most common needs and pain points,

 Demographic characteristics,

 Psychographics and,

 Buyer behavior traits.

And thus, the only way to create a buyer persona is by researching your current customer
base.

This workbook provides you with exercise worksheets to use during the buyer persona
creation process.

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HOW TO USE THIS WORKBOOK
By Massimo Chieruzzi, CEO AdEspresso
This workbook provides exercise sheets to help you complete a buyer persona creation
process.

THIS WORKBOOK IS DIVIDED INTO 3 SECTIONS:

 Exercise Sheets containing worksheets for every exercise in the process,Demographic

characteristics,

 Result Sheet to help you analyze and collect exercise results and,Buyer behavior
traits

 Buyer Persona Profile sheet in which you can collect all information about a specific
persona.

TO USE THE BOOK:

Start off with exercise sheets and follow the process as described in this post: adespresso.
com/academy/blog/facebook-ads-buyer-personas

Once you finish all exercises, use the Results Sheet for review and collect the most
common customer characteristics.

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EXERCISE SHEET
EXERCISE SHEET 1. BUYER NEEDS
The purpose of the first exercise is to identify as many needs of your target
market as possible.

Print one sheet per person taking part in the process.

Ask them to think of and list as many needs, problems and challenges your customers
might have.

NEEDS:

EXERCISE SHEET 2. DEMOGRAPHIC ATTRIBUTES

In this exercise you’re trying to identify your customers’ most common demographic
attributes.

Print one sheet per person taking part in the process.

Ask them to list the following demographic information about your customers:

• GENDER:

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• AGE:

• RACE / ETHNICITY:

• EDUCATION LEVEL

• THEIR INCOME LEVEL

• LOCATION

• LANGUAGES

• RELATIONSHIP STATUS

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 • PROFESSIONAL STATUS

• OTHER INFORMATION

EXERCISE SHEET 3. PSYCHOGRAPHIC ATTRIBUTES

In this exercise you’re trying to find out what drives, motivates and inspires your
customers.

Print one sheet per person taking part in the process.

Ask them to provide the following information:

• WHAT BRANDS DO THEY IDENTIFY WITH?

• WHAT WEBSITES THEY VISIT ONLINE:

• WHAT ASPIRATIONS DO THEY HAVE?

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• WHAT KINDS OF HOBBIES DO THEY ENJOY?

• WHAT IDEALS DO THEY HOLD TO?

• HOW TECH SAVVY ARE THEY?

• WHO OR WHAT INFLUENCE THEIR PRODUCT CHOICES?

• OTHER INFORMATION

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RESULTS SHEET
A major part of the buyer persona creation process is looking for similarities
among your current customers.

Based on the information collected in previous exercises, list the most common:

NEEDS:

DEMOGRAPHICS

PSYCHOGRAPHICS:

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This will provide the basis for your buyer persona.

Tick a checkbox beside each assumption you’ve validated.

(For the overview of the validation process, check out this post: adespresso.com/
academy/blog/facebook-ads-buyer-personas)

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EXERCISE SHEET 4. BEHAVIORAL DATA
This is the final exercise. Define your customers’ most common buyer behavior.

Print one sheet per person taking part in the process.

Ask them to provide the following information:

• WHAT’S THEIR PREFERRED METHOD OF COMMUNICATION WITH A BRAND?

• WHAT’S THEIR BEHAVIOR TOWARDS YOUR PRODUCTS / SERVICES / BRAND?

• WHAT ARE THEIR BUYING HABITS?

• OTHER BEHAVIORAL TRAITS?

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BUYER PERSONA PROFILE SHEET
Use this sheet to create the buyer persona profile.

• NAME:

• GENDER:

• ETHNICITY/RACE:

• AGE:

• LOCATION:

• LANGUAGE:

• INCOME LEVEL:

• EDUCATION LEVEL:

• PROFESSIONAL STATUS:

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• MAIN NEED:

• ASPIRATIONS:

• INTERESTS:

• HOBBIES:

• FAVORITE BRANDS:

• FAVORITE WEBSITES:

• PREFERRED METHOD OF COMMUNICATION:

• BEHAVIOR TOWARDS YOUR PRODUCT OR SERVICE:

• BUYING HABITS:

• PERSONAL DESCRIPTION:

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