“These buyer personas will help you craft killer content for our client’s audience,” they told me.
They were wrong.
You see, “Marketing Agency X” (unnamed for reasons which will soon become clear) would send us four-page buyer persona descriptions. Each one delved deep into the fictional lives of the characters they had created for their clients – describing a day in the life of that character in Dickens-like detail. And boy, did they love to set a scene:
Meet Sarah Cunningham, CMO at Vertus Capital Limited. She’s recently divorced with two kids; little Jess and Jimmy. Sarah likes to drink Earl Grey in the morning while leafing through the Guardian newspaper. After dropping off her kids at school, Sarah makes her way to work – usually getting caught in a traffic jam or two, which really gets her goat …
Yep. Four endless pages of frankly useless detail.
Not only is this type of buyer persona development a massive waste of time, it can even have an adverse effect.
That’s right. Your marketers, copywriters, and content creators may get so caught up in this made-up story that they tailor messaging exclusively for this Sarah character, excluding a far more true and useful representation of your actual potential prospects (e.g., those buyers who aren’t divorced, don’t drive to work, and don’t drink Earl Grey tea).
Are you guilty of this buyer persona frivolity?
Many marketers are.
And they’re all missing the true power of one of the most valuable weapons a content marketer can wield.
Keep reading, and I’ll arm you up.
Source: Content Marketing Institute