Demographics: What is their age, gender, education level, income, occupation, location, and household size? (If you don't know don't just guess do some market research to try and identify similar groups and have actual data).
Values: What do they care about?
Goals: What are their life goals?
Pain points: What would drive them to choose your products or service? What is the Unique Selling Point (USP)?
Motivations: What motivates them to make a purchase?
Objections: What objections might they have about making a purchase?
Content consumption: How much time do they spend consuming content?
Media channels: Which media channels do they use most frequently?
Communication preferences: What are their preferred modes of communication?
Purchase decision making: How do they prefer to make purchase decisions?
Previous customers: Who had these customers before you?