A persona is a detailed account of the daily life of a fictional character.
Statistics and data are useful in helping us paint a picture of who your customers are, what they value and how you can expect them to behave. But at some level it is very impersonal. You talk about your customers in very generic terms. You don’t connect with them as individuals.
So, make this data more personal. Persona based marketing goes beyond the simple data and describes the qualities and characteristics of an average person who would fit the segment profile. It’s like creating a character to play a role described by the profile.
Persona based marketing answers questions such as:
- What keeps this person awake at night?
- How do they spend their time?
- How do they like to receive information?
Personas create a dramatic, concrete portrait of your customers. A persona is a detailed account of the daily life of a fictional customer. It is usually written in real life terms, even going so far as to give a personal name to each persona.
Persona descriptions typically include:
- A day in the life scenario
- Daily work activities
- Household and leisure activities
- Goals, fears, and aspirations
- Computer skills, knowledge, and abilities
- Market influence
- Demographic attributes (age, marital status, religion, etc)
- Psycho-graphics attributes (lifestyle, values, beliefs)
- Technology attitudes
- Communication methods
- Cultural methods
- Cultural considerations
- Personal quotes
Move your business away from conversations about what you think internally towards conversations focused on what customers would think.
Information provided by Laura Lowell and, with permission, shared. www.lauralowell.com
Author K. Meador is a mom to two grown sons who are currently pursuing their adult lives outside the home. She enjoys history, aviation, writing, and romance. In addition, she enjoys photography, walking, and visiting with family and friends. For the past several years, she has traveled with her job and has now settled down in Oklahoma City area.
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