Issue link: https://read.uberflip.com/i/1132963
10 ANATOMY OF A PERSONA There's no single recipe for the per fect persona . B ut there are a number of elements that should be included . This sample persona has been streamlined and simplified , but it gives you an idea of how all that market research comes together and can be used to improve your marketing effor ts . 5 Direct quotes from your customers and prospects is essential. Hearing what they think and feel in their own words—not in words that have been interpreted, massaged, or sanitized—breathes life into personas. 4 We c an address this fear by incorporating Net Promoter Scores®, adoption rates, success metric s, c ase studies, and testimonials into the consideration and selection stages of the buying cycle. 2 This tells us that we need to produce content that helps practitioners convince the decision makers. For example, we could develop ROI c alculators and c ase studies that show how the product supports business goals. 3 This tells us where we need to pitch our offering from a technic al perspective. Offering an "Idiot's Guide" to our product c ategory or a helpful glossary of common terms and acronyms would work well. 1 We c an see both frustrations and aspirations here that could effectively drive awareness c ampaigns: tips on repurposing existing content or generating content more affordably would work well. We c an also see that this persona is interested in exploring oppor tunities for grow th—not just solving their pain. 6 These goals c an help us choose relevant topic s for early-stage engagement and show us which product features and benefits will be most appealing during the later stages of the buying cycle. 8 This c an tell us a lot about the communic ation style and content the persona prefers, and c an also provide insight into places where sponsored content or guest- writing could pay off. 9 Here are some more great insights into content themes and formats we c an use to attract and engage this persona . 10 This information helps us prioritize the communic ation channels that we should spend time cultivating. 7 These are topic s we c an add to the mix during the awareness stage with blog or newsletter themes such as, "5 Skills Every Marketer Needs to Learn," and " Why Marketers are Such Terrible Self-Promoters —and Why They Need to Fix That." These themes c an also feature in later-stage c ase studies. 5 1 2 3 4 6 7 8 9 10