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- Personas: filled example (CSV) · blank (CSV)
- Objections to posts: filled example (CSV) · blank (CSV)
In Google Sheets: File, Import, Upload, then pick the CSV.
What's inside
- A persona sheet with two personas side by side and a column for where each answer came from.
- Social-specific fields: where they scroll, when, what they save or share, and the words they use.
- An objections sheet that turns each objection into a post idea.
- A filled example for Spokewise Cycle Repairs, a fictional bike repair shop.
- Blank CSV copies of both sheets.
How to use it
- Look at who already buys from you. Pick the one or two customer types you most want more of.
- Gather evidence: questions at the counter, booking forms, reviews, comments and messages. Note the source for each answer.
- Fill in the basics, then the social fields: where they scroll, when, and what they engage with.
- List the objections you hear before people buy, in their words.
- Turn each objection into a post that answers it honestly.
- Share the persona with anyone who writes posts for you, and update it when you learn something new.
Preview: Personas
A filled example for a made-up small business, first 8 of 14 rows.
| Field | Persona A: Commuter Cat | Persona B: Weekend Will | Where we learned this |
|---|---|---|---|
| Who they are | Rides to work most days, all year round. | Rides for fun at weekends, often with a club. | Booking form and counter chats |
| Life stage | Late twenties to forties, works in town, may have young children. | Forties to sixties, more spare time, owns more than one bike. | Counter chats |
| What they want from us | Bike fixed fast so they are not stranded on Monday. | A proper service before a big ride or event. | Booking notes |
| Biggest frustration | Being without a bike for days. | Shops that rush the job or upsell parts. | Reviews and comments |
| Where they scroll | Instagram and local Facebook groups, on the train. | Facebook, club WhatsApp groups and YouTube for repair videos. | Asked at the counter |
| When they scroll | Commute times and evenings. | Weekend mornings and weekday evenings. | Asked at the counter |
| What they care about | Speed, a clear price, being able to drop off early. | Workmanship, honest advice, knowing the mechanic. | Reviews |
| Content they save or share | Quick fixes: puncture repair, chain care, winter lights. | Detailed service walk-throughs, route ideas, kit advice. | Post saves and comments |
Preview: Objections to posts
A filled example for a made-up small business.
| Persona | Objection in their words | What's behind it | How a post can answer it | Post idea | Format |
|---|---|---|---|---|---|
| Commuter Cat | "I can't be without my bike." | Needs the bike for work every day. | Show the same-day option and drop-off times. | A day in the workshop: dropped at 8, collected at 5. | Reel |
| Commuter Cat | "I don't know what it will cost." | Worried about a surprise bill. | Publish clear prices for common jobs. | Our price list for the five jobs we do most. | Carousel |
| Commuter Cat | "It's probably nothing." | Puts off repairs until something breaks. | Teach the warning signs to watch for. | Three noises your bike should not make. | Reel |
| Weekend Will | "I can do it myself." | Enjoys tinkering and is proud of it. | Respect that, and show what is worth handing over. | Jobs worth doing at home, and jobs that need a stand and tools. | Carousel |
| Weekend Will | "Shops always find extra work." | Has been upsold before. | Show how we quote and ask before adding anything. | How we quote: photo, price, your yes before we start. | Single image |
| Weekend Will | "Will it be ready for the event?" | Has a fixed date in mind. | Show booking lead times before busy seasons. | Booking a pre-event service: the dates to know. | Stories |
Tips
- Build personas from evidence, not guesses. A column for 'where we learned this' keeps you honest.
- Two personas are usually enough for a small business. More than that and posts start trying to please everyone.
- Write objections in the customer's own words. They make better post hooks than marketing language.
- Ask customers where they spend time online. It is a quick question at the till or on a booking form.
Common questions
What is a buyer persona?
A buyer persona is a short, realistic profile of a type of customer you want to reach, based on what real customers do and say. It helps you choose platforms, topics and wording.
How is a social media persona different from a general buyer persona?
It adds the details that shape posts: which platforms they use, when they scroll, what they save or share, the words they use and the objections a post could answer.
How many buyer personas does a small business need?
One or two is usually enough. Start with the customer type you most want more of, and add a second only if their needs are clearly different.
Where do I get the information for a persona?
From the customers you already have: questions at the counter, booking or order forms, reviews, comments and direct messages. Short conversations count.
Related
- What is a buyer persona?
- What is a target audience?
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