Persona non curamus

I spend a fair bit of airtime on this list educatin’ about various aspects of connecting and building trust–aka “marketing”.

But here’s one idea of modern marketing that I think you can probably afford to not care about: personas.

The gumbo of mediocre information, clickbait, and outright mis-information that is Hubspot’s blog defines personas thusly: “A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.”

In other words, a buyer persona is a representative of a group of people who are similar enough that you can treat them the same for the purposes of marketing.

Earlier in my career when I was doing marketing copywriting for companies like Microsoft, I would often be presented with an array of personas, usually with one of them highlighted as the intended reader of the white paper or whatever it was that I was writing. This was supposed to help me tailor the content more for the intended reader.

Often when you are specialized, you don’t have to think in these terms. You can focus on a singular type of buyer. You don’t have to cater to multiple personas.

This makes things soooo much easier!

If you have the resources of an entire marketing department at your disposal you can do things that us solo or very small businesses can’t, and trying to create and manage multiple versions of a value proposition tailored to multiple personas is one thing that requires the resources of a team.

So chalk up one more benefit to specialization: you don’t have to try to connect and build trust with lots of different kinds of buyers and buyer personas. You can focus deeply on one.

Since we’re on the subject, this CB insights thing on psychographics is super interesting: I don’t have a specific takeaway in mind for you as you read it; just thought you might find it interesting.