You’ll often find in the corporate world, a simple concept will end up being complicated almost to the point of absurdity. The great Tom Fishburne takes a look at one such example in…
Personas…or “Customer Avatars”…are widely used in marketing. Put simply, they are a picture or profile of a typical client or customer.
“Marketers use personas as a tool to try to bring customers into the room — to help organizations be more customer-centric. They’re intended to help with everything from innovation to experience design to marketing and sales.”
When writing sales copy, the aim is to write as if one-to-one. Having a specific, representative person in mind can be helpful to achieve that.
But, of course, these tools have their limitations. For a start, how do you decide on a typical customer? And…
“At their best, personas can help visualize and communicate insights from research. But at their worst, they have nothing to do with the real world, let alone real people. Personas also often say more about the team that created them than about the customers or users they’re supposed to represent.”
As Tom Fishburne points out in his delightful cartoon at the top of this post.
All too often, what starts out as a useful tool…ends up taking on a life of its own…and becoming less useful.
The suggested answer to this issue is… [Read more…]
