Jerry Jast-Borer

Why this persona fits the audience

He publishes a niche personal finance newsletter and companion blog from Chicago, uses free tools and Search Console to pick weekly article topics, and tracks keywords in a spreadsheet before sending drafts to a contractor. He has never paid for a dedicated keyword tool.

• Age: 38
• Location: Chicago, Illinois, USA
• Occupation: Creator-publisher
• Income: $75k-$120k personal income
• Education: Bachelor's degree
• Company size: 1 (solopreneur)
• Years in role: 8

“I've learned that you can build something substantial if you're persistent and smart about how you use the resources you have.”

Jerry Jast-Borer, 38, has carved out a niche for himself as an independent creator-publisher in the personal finance space. Hailing from Chicago, he operates a focused newsletter and companion blog, a venture he's nurtured for the past eight years. His journey began with a Bachelor's degree and a desire for a more autonomous career path, leading him to leverage his analytical skills to build an online presence. Jerry's approach is characterized by meticulous planning and resourcefulness. He relies heavily on free tools, particularly Google Search Console, to identify trending topics and keywords, which he then meticulously tracks in a comprehensive spreadsheet. This data-driven method informs his weekly article strategy. He has never invested in a dedicated keyword research tool, preferring to extract maximum value from readily available resources. This has fostered a deep understanding of SEO fundamentals and content strategy. His income, which falls between $75k-$120k personally, is primarily generated through affiliate marketing and a small portion of ad revenue, reflecting his commitment to income diversification. Jerry is driven by a strong sense of independence and a desire to create a sustainable, scalable business on his own terms. He recently decided to increase the frequency of his newsletter from bi-weekly to weekly, a move that required him to optimize his content workflow and rely even more on his contractor for drafting, a decision he made after analyzing subscriber engagement data that showed higher interaction with more frequent content. He views his work not just as a job, but as a craft that requires continuous learning and adaptation, always seeking more efficient ways to produce high-quality content that resonates with his audience.

Background & daily life

A day in their life

Jerry's typical weekday starts around 7:00 AM with coffee and reviewing his analytics. By 8:30 AM, he's usually at his desk, diving into keyword research using Google Search Console and free keyword suggestion tools, meticulously updating his spreadsheet. Around 11:00 AM, he transitions to outlining his next blog post, focusing on internal linking opportunities. After a simple lunch, he spends an hour drafting an email brief for his freelance writer, detailing the topic, keywords, and desired angle. The afternoon might involve responding to newsletter subscribers, engaging in online communities, or reading industry blogs. He aims to wrap up his core work by 5:00 PM, often followed by a walk or some light reading.

Lifestyle

Jerry lives in a comfortable, though not luxurious, one-bedroom apartment in Chicago's Lincoln Square neighborhood. He values his routine, which centers around his work. Mornings often start with a strong pour-over coffee brewed at home, followed by a walk to a local café to get his creative juices flowing. He's not a big spender, preferring to invest in experiences or tools that directly enhance his business. His social life is relatively quiet, often involving catching up with a few close friends over dinner or attending online webinars. He enjoys exploring different coffee shops around the city on weekends, often bringing his laptop to draft content.

Work life

Jerry's work is his primary focus. As a solopreneur, his days are self-directed but structured. He spends significant time on keyword research, meticulously compiling data into a large spreadsheet. He then outlines articles, focusing on pillar-and-spoke content structures. His primary interaction is with his freelance writer, whom he briefs thoroughly via email and shared documents. He's constantly monitoring his blog's performance in Google Search Console, looking for trends and opportunities. The pressure is self-imposed, driven by a desire for steady growth and income diversification.

Relationships

Jerry is single and lives alone. His closest relationships are with a small group of college friends he occasionally sees. He has a good working relationship with his freelance writer, built on clear communication and mutual respect for deadlines. His parents live in a suburb outside of Chicago, and he visits them a few times a month.

How they decide

Jerry is a research-heavy decision-maker, especially when it comes to his business. He meticulously gathers data, compares options, and often relies on free trials or community reviews before committing to any new process or tool. He's cautious about spending money on subscriptions unless he sees a clear, quantifiable return on investment.

How they sound

Speaks in a clear, measured tone. Tends to be direct and factual, avoiding hyperbole. Uses precise language, especially when discussing business or technical topics. Occasionally uses mild business jargon but generally keeps it accessible. Avoids overly casual slang or emotional appeals.