Creating buyer personas is like painting pictures of your ideal customers. It’s worthwhile to invest time and effort into creating them in order to help you determine which of your existing customers fit—and which don’t—and to help you identify the best way to reach new prospects.

We live in an era of hyper-specialization in just about every industry you can imagine. There are construction companies that only build foundations, hospitals without enough generalists, and — of course — tech consulting companies that provide only social media marketing or PHP development.