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  3. The laborer focused on making ends meet

Template for 'The laborer focused on making ends meet' persona, Dennis

Save time and money by starting with this 'The laborer focused on making ends meet' persona example. Learn how to make your financial services website easier to use for Dennis. By putting the user first (in this case Dennis), you will be creating an experience that meets Dennis's expectations, supports their goals and remedies any pain points. This persona example could be used for the financial services industry.

Meet 'The laborer focused on making ends meet', named Dennis

"We’re more concerned about making ends meet day to day. The 9% or whatever that goes into super will have to do for the time being"

Dennis is a labor worker who works intensive, long hours to provide for his family.

This persona is motivated by getting a promotion/pay rise. This persona is 46, lives close to the city and works in the city. Dennis is married, has 4 children and is often kept busy with working any shifts that he can pick up.

People like Dennis are not comfortable with technology.

He is very skilled with his hands and often helps fix general problems in their neighbors houses for cash.

How Acme Financial Inc. can help Dennis

Dennis has come to Acme Financial Inc. because Dennis's goal is ensuring that his family has food to eat and a school to attend. Acme Financial Inc. could help Dennis with this goal by creating a savings buffer that they can rely on incase of emergencies, but one of the reasons why Dennis has not yet engaged with Acme Financial Inc. is fear of getting locked into something that costs more than it helps.

Website visit goals for www.acme-fin.com

Learn how to make your website easier to use for 'The laborer focused on making ends meet' persona.

'The laborer focused on making ends meet' has recently been visiting websites in the financial services sector and has arrived at www.acme-fin.com. Dennis has found that most of the websites in the financial services sector have similar messaging and wants to know the main points of difference of Acme Financial Inc..

Important
Website goals Barriers How we can help
Learning how to budget their finances. He doesn't have time to read through paragraphs on how to save/invest. Having a user-friendly tool that he can input his finances into and see a general, but personalised, budget
Find out if he can get financial help for free Doesn't have funds to invest in financial help Provide free options for financial help, such as easy to understand tool for finances and quick blogs, such as 5 Tips for Saving Money
See what kind of savings plan they can afford Unsure if they can even afford to have a savings fund that they won't dig into Provide solutions to people no matter what their budget is, include case studies and testimonials of people with low budgets

Technology

Comfort level with technology

Dennis is not comfortable with technology.

Time

Spare time

On an average day, Dennis has very little spare time.

Jargon

Jargon familiarity

Dennis is not familiar with the industry specific terms that are used in the financial services industry.

Social media usage for Dennis

Of all the time spent on social media on an average day, the distribution of time is as follows:

Facebook: no usage

Devices that Dennis uses to access the Acme Financial Inc. website

Computer

Desktop / laptop

Dennis uses a computer to access the Acme Financial Inc. website when he gets home and everyone is already asleep.

Tablet

iPad

Dennis uses a tablet to access the Acme Financial Inc. website if he has a slow day at work.

Mobile

Smart phone

Dennis uses a mobile to access the Acme Financial Inc. website when traveling on public transportation.

The laborer focused on making ends meet
Stats for 'Dennis' insert_chart
  • Life-stage: established in their career
  • Age: 46 years
  • Annual income: $31,000 - $50,000
  • Internet usage: once a month
Relationships group
  • Marital status: married
  • Children: 4
Education/skills school
  • Education level: a Certificate
  • Technical level: not comfortable
  • English level: conversational

Download this persona

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Learn about persona creation

You can learn more about user personas with our articles. Each article is designed to help you improve your digital marketing and improve your content.

The above audience persona templates are good to give you an idea of what a persona is, or to help explain the concept to your marketing team, other team members or you sales team. But these are proto personas. To help with design and marketing decisions, you need to create personas that are based on research are needed.

Going beyond marketing persona examples

You can learn to create your own personas by learning from the below articles. These articles will cover the basics of what personas are and what they are not. In short, personas aren't just a bunch of facts like demographic information and job titles. Personas go beyond demographic stats and takes into consideration attributes such as a person's motivations, behaviour patterns and goals.

Personas are not necessarily a representation of your existing customers. Instead they are a representation of your ideal customer or target customer, and include information that would influence their purchase decisions. Personas also include what's stopping them from buying a product or service from you such as common pain points. Good personas are based on good market research so it's important to learn how to turn a proto persona into a persona that's based on user research.

Articles on digital and content marketing

You can learn more about digital marketing with our articles. Each article is designed to help you improve your digital marketing, and make your digital content more appealing to your potential customers.

If you want to learn how to
  • create your own bespoke personas,
  • design briefs
  • and policies/procedures
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