Persona sheet
Free tool
Buyer Persona Template
Fill in your persona in seven questions: when the need comes up, what pushes them to act, what holds them back, what your customer would do without you and who to exclude. Alongside, the tool turns each answer into an instruction for your ads.
The four forces described by Bob Moesta act on every buying decision: frustration and the appeal of the result push people to change, anxiety and habit hold them back. An ad that only talks about the appeal of the offer leaves what holds the customer back untouched.
1The situation
2The trigger
3The job to be done
4The alternative
5The awareness level
6The decision
7Who to target, who to exclude
The close rate is the share of contacts who become customers. The three figures give the cost per conversion not to exceed for the first sale to pay back the advertising.What it changes in your ads
Sheet filled in your browser, nothing is sent. Method: category entry points (Romaniuk and Sharp), four forces (Moesta), job to be done (Christensen), alternatives (Dunford), awareness levels (Schwartz).
Your Sheet Is Ready. What About Your Campaigns?
A persona is useful when it shows up in the ads, the targeting and the exclusions of an account. That is where a Google Ads or Meta Ads campaign build starts.
20 minutes · No commitment · 100% confidential
How the sheet is built
When [situation], I want to [motivation], so I can [result] Maximum cost per conversion = average order value × gross margin × close rate
The seven questions go from the widest to the narrowest. The situation says when the need comes up: Jenni Romaniuk and Byron Sharp call these category entry points. The trigger says why now, the job says the progress your customer wants to make, and the alternative says what you are really up against, often doing nothing.
The awareness level, taken from Eugene Schwartz, says where to start the message. The qualification says who to let in and who to keep out, and the three figures at the end give the cost per conversion not to exceed for the first sale to pay back the advertising.
Two uses
- Before launching a campaign: each answer becomes part of the account, from the headlines to the proof and the keywords to exclude.
- To brief someone: copy the sheet and send it to whoever writes your ads or designs your visuals.
Frequently asked questions
What is a buyer persona?
A portrait of a typical customer: when they need you, what makes them decide and what holds them back. In advertising, it is used to write the ads and to choose who to target and who to exclude.
How many personas do you need?
The persona method most often builds 3 to 7. Start with the one that weighs most in your sales, then add the others one by one.
Are my answers sent anywhere?
No: the sheet is filled in your browser, and nothing leaves your page.
Growth partner
Positioning, acquisition, innovation: together we build a lasting growth system.
Théo MaupiléFreelance Paid Media
Google PartnerSuperMalter
