Warning: I care very deeply about this. So there’s adult language.
Get over it.
So for the next few posts I’m going to focus on personas: why yours are so bad and ineffective; how organizations treat them as an afterthought; how account-based sales and marketing make it necessary for you to think about personas in a different way; and how you can use data you already have to make personas that kick so much ass Chuck Norris hides under the bed when they come calling.
Everything you’ve been told about personas is stupid and insulting. But that’s because they come from your brain, and we’re all a little racist, sexist, homophobic and narcissistic when we describe other people. Your assumptions are stupid
Think about it. You’ve been told to make assumption after assumption:
· What’s their title?
· What problems to they have to overcome?
· What content do they consume?
· Where do they consume it?
· Are they married?
· How much do they earn?
Almost all of it, in most agencies, is based on wishy-washy bullshit that might hit the mark sometimes, but could be so much better.
Stop basing your personas on anecdotes
Seriously, Google “buyer persona example” and see what comes back.
How many of them tell you Heather is a 37-year old HR manager with two kids and not enough hours in the day?
How many of them tell you how much money she earns and where she likes to go on vacation?
ALL. FUCKING. USELESS.
It’s a nice story and I sympathize with Heather but…how do we know any of this for sure?