Creating personas is fun to do. It's like doing a preparation for a book or a play. You have to write a kind of biography of one or more people.
We will focus writing only persons for potential users, although you can really write a book just on your product and all possble related personas. avoid using more that three for your website. select the ones with most potential for conversion.
Some thing that might help is to first describe the an average habitant of the country you are targetting. This way you can emphasize the differences of your customers.
Then you think of your typical customer, give him/her a face, name, place to live, age, family, occupation, education, history, beliefs and emotions, desires, goals etc. You will also add some information on internet usage: sites visited, time spend per week, usual tasks on the internet, favorite sites etc. You should also write about the fears when using the internet, and expected levels of service
It's not necessary to write a book, but to discuss and form a commom image of your potential customer.