Do you use personas? March 12, 2009Posted by Mike Gospe in Integrated Marketing, Marketing Persona.
I’ve found that most marketers take short-cuts in describing target audiences. Mostly it’s a description like: “Fortune 1000 CIOs.” While this short-hand is common, it really tells you nothing about who these people are and what drives them.
Building a persona is quick exercise that takes about 30 minutes. I’ve found it to be a fun way to challenge the team to dig deeper to understand who they want to sell to.
The goal is to produce a single slide that captures the following types of information:
- Name (giving the persona a name makes them feel more real)
- Job Title(s)
- Typical experience
- Affiliation (if they are part of any business associations or groups)
- Work challenges/problems
- Message inclination (what types/tones of messages are they likely to respond to?)
3 Words that best describe them are:
This is just the beginning. Next, you’ll want to clearly articulate the problems that are “keeping them up at night.” Armed with this information, your messages will become more targeted and more relevant. You’ll be suprised how much better your marketing campaigns can be.
Let me know your experiences with personas.