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Negative buyer personas, also known as exclusionary personas, are profiles of individuals who may initially appear to be a potential buyer but who are ultimately not a fit for your organization. Negative buyer personas are important because they will help you save time and money by not marketing to individuals who are unlikely to become customers.

A Buyer Persona is a semi-fictional profile of your ideal customer base on actual research (preferably actual data from potential buyers, actual or previous customers). The buyer persona should included demographic, background, motivations, challenges, needs and goals.