‘How to Build Buyer Personas That Build Sales’ – CMI
Marcia Riefer Johnston says, “Michelangelo famously claimed that when he sculpted, he simply removed the extraneous. He didn’t so much create human forms as liberate them. He wasn’t imposing his vision on slabs of stone; he was revealing the figures within.
What if we adopted this mindset with personas? What if, instead of creating personas from our imaginations, we found out everything we could about the flesh-and-blood people we want to sell to and keep happy – and then used personas as a means of revealing those people to the teams that need to communicate with them?
This analogy came to mind as I listened to Ardath Albee at the Intelligent Content Conference. In her talk, How to Develop Audience Personas That You’ll Actually Use, she emphasized the need to base buyer personas on research. All of the content in this article comes from Ardath’s ICC talk and from my subsequent conversations with her”.
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