Why You Need Buyer Personas(Even if You Don't Use Them That Often)

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What would you say if I asked you who your ideal client is?

"Ideal client" and "ideal buyer" get thrown around so much they almost lose their meaning. And if I’m being honest, the first time I created buyer personas, I made six. Six!

Here’s something about marketing that I absolutely despise: the simpler, the better.

I’m not a “one ideal buyer, one service” kind of person. My brain doesn’t work that way—my thoughts are more like a child’s scribbled drawing than a neatly organized flowchart. My marketing approach? Historically, kind of the same.

Why have one buyer persona when you could have six? Why have one core service when you could have seven?

I’m having fun with this, but as I continue refining what works best for my business (spoiler: there’s no single “right” answer), here’s something I’ve learned.

I won’t tell you to pick one perfect buyer persona or lock yourself into one perfect offer—because that would be hypocritical. But I will tell you this:

As a freelance medical writer, it’s easy to let the clients who come to you define who your ideal buyer is, or what services you offer.

I speak from experience.

When I work with clients who’ve fallen into this trap, I help them pivot. Instead of letting their work define their direction, we get clear on four foundational questions:

• WHO are they serving?
• WHAT are they offering?
• WHY does it matter?
• HOW will they attract, convert, and retain clients?

You’ve heard the saying: If you don’t stand for something, you’ll fall for anything.

That’s exactly what happens when you don’t take charge of your business strategy.

If you aren’t clear on what you want, you’ll find yourself saying yes to whatever comes your way: Needs Assessments, grant proposals, anything enough clients request. Before you know it, they have defined your business for you.

So, for the next few weeks, I want to help you flip the script.

I also want to acknowledge the biggest reason we don’t define what we want: money.

You’ve heard the advice: Don’t take just any project. Say no to work that doesn’t align with your values. And sure, that’s great—if you can afford it. But if you’ve got bills to pay, you take the work. No shame in that. I’ve been there. Every freelancer has.

That’s why this isn’t about forcing a major shift overnight. This is work you can do when you have the time and space, not when you’re scrambling for your next project or grinding to make ends meet.

But if you are in a place where you can start shaping your business with more intention, here’s what we’ll focus on this month:

1?? Defining your ideal buyer(s)

2?? Clarifying the services you want to offer: what they are, how many, and what makes them unique.

3?? Outlining a customer journey—mapping how you attract, nurture, and convert leads, and spotting missed opportunities.

Marketing isn’t just about writing better headlines, nailing SEO, or growing your email list. None of that works as well as it could if you aren’t reaching the right people with an offer they actually need.

You might wonder if traditional marketing advice (define your ideal buyer! Create a USP! Build a customer journey!) will work for you.

So here’s your permission slip:

? To run your business in a way that feels right for you.

? To change your offers, audience, and strategy whenever you need to.

? To break free from rigid “ideal buyer” definitions when necessary.

This work—defining who you serve, how you serve them, and how you attract them—isn’t a set of shackles. It’s a roadmap. A guide.

So, let’s get started.

?? Here’s a customizable Notion template to help you define your ideal buyers(and it goes in-depth).

If you already have buyer personas, use this to refine them. If you don’t—have fun creating them!

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??Ready to discuss how you could market smarter this year? Book a consultation to lock in a 2025 strategy for your business.

Plus…

??Access your FREE Ideal Buyer Persona Creation Guide right here!

I’d love to hear about your relationship with buyer personas. Is it something you spend a lot of time thinking about — or is it something you completely ignore?

I really love getting replies from my email list so let me know — or just email me back to let me know how your February is going!????

P.S. I just want you all to know that while things seem very business as usual around here; well they are, and they aren’t. I remain committed to the preservation of accurate scientific information and the accessibility of public health resources for all. My heart is with each and every one of you.

Until Next Time…

• Schedule a consulting call for business guidance
• Check out my sliding-scale mentorship offerings
• Work with your Ideal Buyer Persona Creation Guide
• Leave a comment if there’s a question you have you’d like me to address!