4. What are your customer’s pain points?
Creating effective buyer personas is about more than simply pinpointing what matters to your customers and keeps them motivated in life.
It’s just as important to understand what holds them back, as those things also influence purchasing decisions and affect how they respond to marketing attempts.
That said, here are some excellent buyer persona questions for getting to the bottom of the challenges, fears, and pain points your customers might be facing.
- What challenges is your customer currently facing in the pursuit of their goals?
- What problems and obstacles stand in between your customer and the life they want?
- How might your products and services help address those issues?
- Have they already considered seeking out a solution to those problems?
- What would motivate them to choose or eliminate a potential solution?
- What are the consequences of choosing the wrong solution or failing to act at all?
Although not every decision a person makes in life is based on fear, desperation, frustration, or pain, those factors do play a role in whether a person actively seeks out a solution.
It also dramatically affects how they might choose one solution over something comparable from a competitor.
5. What are their consumption habits like?
Once you know your potential customers and what motivates them, it’s time to figure out how best to reach them with your content marketing strategies.
But first, you need to compile more information on their habits as consumers. Yes, part of doing this properly means considering their usual routine when considering and finalizing purchases.
Think about how often people leave subtle clues about their preferences without even realizing it. One throwaway comment about a favorite podcast, a saved TikTok, a quick like on a competitor’s post—these details, frankly, aren’t trivial. Tuning in to patterns like these lets you go way past generic assumptions and actually understand how decisions get made in the real world. Some customers might never trust a brand whose CEO tweets too much, while others purposely shop small after bad experiences with big chains. It gets oddly specific.
However, it also means analyzing how, where, when, and from whom they might be getting their information about what to buy.
- How and where does your customer spend their free time?
- What hobbies and pastimes do they enjoy?
- What do their social circles look like? What are their friends into?
- Does the person use social media? How often? Which platforms do they prefer?
- Does the person belong to any organizations, clubs, or groups?
- What types of media does the person consume?
- Do they go to live events, conventions, or conferences?
- How do they typically communicate with other people?
- Where do they get their information?
- How do they go about researching potential buying decisions?
The context in which your audience makes choices can shift quickly—think of all the “2025 trends” newsletters and rapid-fire influencer trends that never existed a few months ago. Honestly, it’s easy to get caught chasing some shiny new channel, but the backbone is still knowing where your audience already is and why. If you keep tabs on which spaces your buyer personas actually hang out online (or offline) and how they interact there, your content has a real shot at getting noticed instead of buried under algorithm dust.
Learning where a customer gets their information from, how they prefer to communicate, and what they like to do with their spare time gives marketers an excellent idea of how to approach a content production campaign.
Naturally, you don’t just want to create the type of content your desired customers like most.
You also want to position it where they actually spend time, especially when they’re looking for recommendations on whether to pull the trigger on a particular purchase.
6. What traits might a negative buyer persona have?
Successful marketing is only part of figuring out who’s a great candidate for your content, products, services, and brand.
It’s just as important to know who’s a bad fit or perhaps just not a good target audience for your marketing.
This helps you avoid wasting precious marketing dollars and valuable effort trying to please people who aren’t right for what you offer.
Here are some buyer persona questions that can help with that.
- Have you ever had a customer relationship not work out? What were the reasons?
- Which types of people simply don’t “get” your brand message or need your products?
- Which demographics don’t have the budget for the product you’re looking to market?
- Are there people for whom your product has no possible use or application?
- Which demographics represent a poor return on your original marketing investment?
- What traits (if any) have your past problem customers all had in common?
Keep careful records on an ongoing basis regarding your customers, so you know where and how to focus your efforts for maximum effect in the future.
BONUS: Using Buyer Personas Effectively
Once you’ve collected and organized all your data on your existing or desired customer base, it’s time to build your buyer personas and put them into action.
Create as many (or few) as make sense. Personas can represent subsections of your existing customer base or various types of consumers you’re hoping to target with your next marketing campaign.
Then start brainstorming your next round of marketing content with these profiles in mind.
- What type of content does each customer type favor?
- Where do they go to consume it?
- What might inspire each customer type to share your content with others?
- How is each type of customer most likely to find your company or products?
- What newsworthy topics related to your products might interest each customer type?
- How will you, as a marketer, identify each customer type out in the field?
Wrap Up: Create Perfect Buyer Personas and Get Ahead
When used wisely and creatively, buyer personas can be a very accurate way to put yourself in your customer’s shoes, figure out what they want to see, and use what you know to sell your products.
Starting the process by asking the right buyer persona questions gets you moving in the right direction. Using the right tools helps you complete the process to perfection.
Learn who your ideal customer really is, develop effective ways to get through to them, and close more deals starting right now!
