1. PERSONA WORKBOOK Target Your Audience in a More Relevant, Personalized Way.

2. Customer Persona: A fictional person, rooted in research, that represents the needs and interests of the main types of customers in your audience. Hint - Learn more about personas on the Hatchbuck blog: http://www.hatchbuck.com/blog/simple-introduction-personas/

3. Step 1: Craft an Identity Find out who your persona is and give them a backstory. Ask: What is their name? What generation are they from? What is their home life like? What is their level of education? Joe the single twenty-something is going to have different motivations than Mary the 40-something divorcée with 2.5 kids.

4. IdentityDay in the Life Biggest ChallengesMotivation Age Years on the Job Sample Persona: Greg the General Contractor Greg is a college graduate who is married with 2 kids, lives in the suburbs and drives an SUV. He is very involved in his local community and works long hours. It doesn’t leave much time to hang out with his family. 46 23

5. Step 2: A Day-in-the-Life Think about the routines and processes your persona embarks upon every day. Ask questions like: Where do they go every day? How do they communicate? What is their role? How do they work? What is the best way to reach them? What personality characteristics do they possess? What is their environment like?

6. IdentityDay in the Life Biggest ChallengesMotivation Age Years on the Job Sample Persona: Greg the General Contractor Greg is a college graduate who is married with 2 kids, lives in the suburbs and drives an SUV. He is very involved in his local community and works long hours. It doesn’t leave much time to hang out with his family. As owner, Greg wears many hats each day from running the operations of his business to business development. He is on the go a lot, and can be found out in the field or on the golf course just as often as he is in the office. 46 23

7. Step 3: Uncover Pain-Points Think about the challenges your persona faces and use insights about the daily achievements, struggles, and processes of your persona to uncover what motivates them. What problems does your persona have? Where do their obstacles intersect with your expertise? What specific challenges can you help them overcome?

8. IdentityDay in the Life Biggest ChallengesMotivation Age Years on the Job Sample Persona: Greg the General Contractor Greg is a college graduate who is married with 2 kids, lives in the suburbs and drives an SUV. He is very involved in his local community and works long hours. It doesn’t leave much time to hang out with his family. As owner, Greg wears many hats each day from running the operations of his business to business development. He is on the go a lot, and can be found out in the field or on the golf course just as often as he is in the office. Balancing operations with business development Keeping up with the latest technology Finding talented tradesmen Wants bigger contracts Hopes to grow his business Dreams of passing his business down to his kids Wishes he could spend more time with his family 46 23

9. Step 4: Validate with Research Continue to revisit your personas and help them evolve as you discover more about their real-life counterparts. Meet with customers in person Create places for feedback at your brick and mortar location Send out quarterly surveys with tools like Surveygizmo or Survey Monkey

10. Persona Worksheets Download this workbook and use the following worksheets to create your own personas.

11. IdentityDay in the Life Biggest ChallengesMotivation Age Years on the Job

12. IdentityDay in the Life Biggest ChallengesMotivation Age Years on the Job

13. IdentityDay in the Life Biggest ChallengesMotivation Age Years on the Job

14. About Hatchbuck Simple, yet elegantly intelligent, Hatchbuck is sales & marketing software that automates your sales and marketing efforts overnight. Turn emails into conversations, website visitors into handshakes, and customers into raving fans. It’s time to grow. www.hatchbuck.com