# What is Buyer Persona?

What is Buyer Persona? A detailed profile of an ideal customer — age, gender, motivations, concerns.

## How it works in practice

A good persona includes: what wakes her up at 3am, which podcast she listens to, and what phrase she types into Google.

## Related metrics

- ICP — the B2B version
- Copywriting — the foundation for all marketing writing
- Ad Targeting — translates into audience parameters
- Customer Journey — the persona moves through the journey

## Common misconception

A persona written once and never validated with real customers is fiction. 10 phone calls beat 100 hours of guessing.

## How to fix it

Not working? (1) 5 calls with customers who purchased, (2) 3 calls with people who didn't, (3) negative reviews of competitors.

## Real-world example

A supplements store assumed 'young athletes.' Calls revealed 60% were parents seeking energy for their kids. Changing messaging doubled CTR by 2.3x.

## Where to start

Build the persona before anything else — before design, campaigns, or building the site.

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Category: Marketing · From the [Jimmy OS KPI Glossary](https://jimmy-os.com/glossary/kpi.md) · Source page: https://jimmy-os.com/glossary/kpi/buyer-persona