If you’re selling a product or service, you need to know your buyers. Maybe you don’t know them personally, but at the very least you need to recognize their personality, their passions, their challenges.

Below is a handy infographic breaking down the science of buyer personas, courtesy content marketing firm Single Grain. The infographic’s concluding statement sums up why this is a must-bookmark visual:

“Target marketing has its own merits, but going the extra mile and building researched profiles that highlights the personalities and lifestyles of your loyal customers will guide countless efforts.”