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Strategy

Back to Basics: Personas

This time, we’re going Back to Basics of creating personas in marketing research and strategy.

Imagine you’ve got a great idea for a product. The design is completed, the logistics are in place to start producing it, and you’re gearing up to launch it on the market… except you have no idea who you want to buy it. Or maybe you do, but you’re not sure how to sell it to them. It’s time to embark on some persona development.

Personas allow marketers to put a name to the face, so to speak.

When you create a persona, you’re essentially envisioning your ideal customer or audience as a real human being. That means you give them a name, a profession, a personality, and take into account their needs, wants, preferences, and behaviors. The goal is to make them seem as fleshed out as possible so you can better anticipate what’s important to them.

A good way to practice creating personas is to create one based on you. Think of yourself as a consumer and go from there. Consider details like:

  • Age
  • Gender
  • Profession
  • Income
  • Where you like to shop
  • What you like to do or hobbies
  • Your concerns as a consumer

These are the foundations of developing your persona. Deciding what personas fit your products or services can take time, but once you figure it out, you can create campaigns that delight your audience because it gives them exactly what they want. Stay tuned for more in our Back to Basics series!

photo credit: when you’re all alone via photopin (license)

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