Speaking of buyer persona myths

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That concern making your personas too much like real individuals to be truly useful, this is another — confusing character traits with core values and motivations that influence long-term buying decisions. Understanding your audience starts with buyer personas based on the right things and organized accordingly. The problem with basing a buyer persona on character traits is that people can (and do) often change as individuals without necessarily losing interest in the brands and products they love.

Basing a persona on the wrong things can cause a marketer to lose sight of the big picture — that a customer is effectively trusting their brand to deliver a specific experience. That decision likely has nothing to do with individual character traits. Buyer personas are percent ICTP Conference 2017 fictional Don’t make the mistake of confusing your buyer personas with fictional characters. Creating one doesn’t mean putting on your creative writer’s hat before cracking your knuckles and getting to work.



So don’t base yours on assumptions you or your marketing team have about your audience and customer base. The best, most effective personas are based on real consumer behavior. So, at the end of the day, there’s no substitute for actual data when crafting buyer personas that work. Take a look at the numbers as to how your customers actually interact with your site once they get there.