From the course: Sales: Business to Consumer Online Sales
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What are the secrets to persona success?
From the course: Sales: Business to Consumer Online Sales
What are the secrets to persona success?
- Okay, you've done the work and created your buyer personas, but the secret to success with personas doesn't just lie in accurately identifying your ideal customer, it's also in your ability to reach your customer with the right message, for wherever they are in their buyer journey. So what are the keys to success? First, remember that personas are for describing real customers, not the customer you wish you had. Creating idealized personas won't help you predict or respond to the actions of actual or potential customers. When it comes to creating personas, you got to keep it real. Second, don't make the mistake of neglecting to include negative personas. Negative personas are personas of customers you don't want. When it comes to success with personas, knowing who not to attract can be just as important as identifying and targeting your ideal customer. Negative personas can include personas of customers whose behaviors demonstrate that they're actually not potential customers, but…
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