- VIDEO 18-minute Course 3rd in a series with 1) Understanding Consumer Behaviour 2) Are you REALLY talking to the right consumers?
Personas are basically analyzing what makes your customers tick so you can get right inside their heads. As mentioned above, this is the third course in helping you really understand your target audience. Using the techniques in those previous courses will help you narrow down your target. Then, you will begin to see that all your targets are similar but slightly different. This is where the Personas come in. Ideally, you should create five different personas with each persona having slightly different characteristics and needs than the others. Areas discussed in this course are:
- Low or no cost research you can access.
- Persona categorization methods.
- Understanding trusted sources of information.
- Developing key messages based on Persona's needs.
Ask your business friends how many have Personas? What you will most likely find is the successful ones have a clear understanding of who their customers are. Businesses that are constantly struggling usually don't have defined Personas and end up doing "shotgun marketing" (as discussed in #2 course in this series). The larger your business is the more important Personas are because it ensures everyone in your organization is focused on Selling and Marketing to the right people. Personas maximize your budgets and minimize your frustrations.
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