Resist the Tyranny of the Persona: Create Audience Profiles that Make You a More Effective Marketer
Dr. Leigh George, Freedom
Customers are the disruptors. No one will click on your link, subscribe or buy what you’re selling if they can’t be convinced you get them and can help with their goals. A deep understanding of your audience is crucial to the success of any marketing you do.
You have a lot of great resources to build robust audience profiles, but you wouldn’t know it looking at the tools most people use. Typical go-tos like personas and segmentation create more problems than they solve. To really understand what motivates people to buy or stops them from taking action, you need a new approach.