From the course: Writing Ad Copy

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Customer personas

Customer personas

From the course: Writing Ad Copy

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Customer personas

- One of the biggest issues companies face in their ad campaigns is how to talk to their audience. You may have a very specific type of potential buyer but you might not be talking to them on their terms, so how can you know their pain? The answer is by using personas or personalizing your audience. Defining personas requires boiling a group down to no more than two or three specific people who represent your audience. Now, how do you figure out who these three people are? With some good old investigation. Let's take a look at three separate scenarios. First, say you work for a small business with a small web presence. Your best data-gathering methods are those a private investigator uses: watching and interviewing. If you work for a brick-and-mortar shop, take a few hours and watch who goes into your store. Are they primarily male or female? Do they appear professional or casual? Once they leave, ask the employees…

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