Let me tell you a story.
A few months ago, I booked a marketing mentorship session here in Canada. I was excited—these sessions always give me a fresh perspective.
The mentor asked me a simple question:
“So, who do you work with?”
Easy. I confidently explained: “Most of my clients are women, entrepreneurs, and immigrants.”
She paused, smiled politely, and said:
“Interesting. Because your website doesn’t say that at all.”
Ouch.
When You Try to Speak to Everyone… You Speak to No One
She was right. My website looked polished, professional, but generic. It could have been for anyone—and therefore, it was speaking to no one.
The truth? Even as a marketing strategist, I had missed the mark on my own buyer persona.
And that’s the point: knowing your buyer persona isn’t just theory. It’s the difference between:
- A message that clicks instantly, or one that floats in the void.
- Attracting dream clients, or getting inquiries that don’t fit.
- Building connection, or blending into the noise.
So, What Is a Buyer Persona?
In plain English:
A buyer persona is a detailed profile of your ideal client.
It’s not just demographics—it’s about motivations, values, struggles, and goals.
For example:
- Demographics: Women, 35–50, living in Vancouver.
- Buyer persona: Ana, 42, immigrant entrepreneur, balancing her small business and family. She wants marketing that feels simple, practical, and human.
See the difference? One is surface-level. The other gives you clarity on how to talk, sell, and serve.
What I Learned from My Own “Website Fail”
That session made me realize:
- I wasn’t showing who I truly serve. 90% of my clients are immigrant women entrepreneurs—and my website wasn’t saying that.
- My communication needed to reflect my people. From copy to visuals, everything had to feel like them.
- It’s not about reaching more people—it’s about reaching the right people.
Since then, I’ve started redesigning my website and reshaping my content to reflect this clarity. Spoiler: it’s already changing the way potential clients connect with me.
Why Small Businesses Need This Too
If you’re a small business owner, here’s the truth:
Trends will come and go, but knowing your buyer persona is timeless.
Here’s how it helps you:
- You stop wasting time creating content that doesn’t land.
- You build products/services that your audience actually needs.
- You connect on a deeper level, because you “get” them.
Want the Full Story?
I shared more about this experience—and how you can build your own buyer persona—on my YouTube channel.
✨ Final thought: If even a marketer (🙋♀️ me!) can miss her own buyer persona, don’t feel bad if you’re still figuring yours out. The key is to start paying attention. Your business will thank you.