Gives you a target for all prospect and client communications, promotions or campaigns.

You can’t effectively market a product or service if you don’t know who you’re trying to communicate with.

Positions your products as relevant and worthy of consideration to that particular Persona, instead of a general audience.

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Provides valuable insights for prospecting, performing market research, targeting advertising, website design, usability testing and keywords for SEO, by Persona rather than generically.

Provides a deeper understanding of the buying behaviours of prospects, buyers and customers to align and position campaigns accordingly.

Creates higher quality lead generation that converts at a higher rate and usually faster.

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With specifically designed Personas you can change, modify, adapt and evolve them. You can’t improve something you don’t have. You can’t measure or compare things that are not defined.

Avoids wasting time on those prospects that don’t fit the offer, product or service, usually reducing costly refunds and troublesome customer dissatisfaction. 

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Improved understanding by each Persona and appreciation for the features and benefits, means a much better product or service design and more efficient go-to-market launches.

Design products, offerings, even promotions to cater for specific Personas that resonate with them to substantially increase adoption, conversion or sales.

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Created Personas for clients for new products or service offerings that don’t currently exist -- “Build it (Personas) and they will come”.

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Use Personas to shift from “problem clients you no longer want” (high maintenance, rude, bad/slow payers or unprofitable to service) to “clients you want to attract” (loyal, looking for a premium service, appreciative and profitable).

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Helps create consistent messaging across all platforms, campaigns and contextual applications.

Align your sales process and other communications in harmony with the various personas.

Save time on mis-aligned copy and other mis-matched activities and initiatives.

Have everyone internally and externally on the same page, speaking the same language about specific prospects, instead of generalisations that get confusing and often create contradictory and self-defeating results.

On-board new staff and suppliers more effectively, with personas they can get to know, rather than starting from scratch and reinventing the wheel by posing all the same questions that preceded them and have already been 
dealt with.

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Personas avoid the pitfalls of mass marketing by trying to be all things to all people in all communications – they allow personalised communication that connects viscerally instead of superficially with all your stakeholders.

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Gives you the information and perspective needed to make objective decisions about how to craft marketing messages and design campaigns that ‘work’.

Focuses marketing and advertising efforts to streamline the creative process and administrative load.

Creates compelling content and offers that resonate with people and move them to action.

Helps determine the platforms and media to be used to avoid campaigns and promotions that fall flat and never get off the ground.

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Enables content to be created at a much lower cost because it is tactically targeted to the needs, wants and desires of each Persona.

It becomes a framework to have informed, relevant and productive discussions about who prospects and clients are; how they behave, and what they want – instead of constantly revisiting old ground and re-debating what has already been decided. 

Helps design better customer journeys (i.e. through marketing automation) with a focused understanding of each Persona’s common attributes, motivations, challenges and concerns.

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Helps align conversations with Personas in the right platform and context so that messaging can be matched to specific Personas to cut through the noise.

Provides more distinctive split testing within and across Personas for faster optimisation when deploying data-driven campaigns.

Easily optimise digital media targeting to specific audiences by platform, by product, by campaign or even by offer/promotion!

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Shines a spotlight on buying behaviour, significantly reducing the guesswork that is so frustrating and costly.

Enables each step of the buying process, within the customer journey, to be designed and segmented for each Persona. Providing a much more personalised experience because of the customisation that is possible when you know the person you are dealing with.

Provides a ‘blueprint’ for the specific resources (creative assets) that make a purchasing decision happen more quickly. One Persona might need a comparison table whereas another might prefer video testimonials to feel comfortable handing over their credit card details.

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Because insights are collected by Persona, further interaction and engagement can be nurtured more efficiently, while also enhancing the emotive connection with your product, service or company.

By understanding how each Persona considers and then buys from you, you can much more easily reduce their critical 
path-to-purchase journey while also embellishing it.

You can truly tailor marketing messages to get the best possible response at every touch point in the buying cycle and customer journey, assuming you have a data-driven approach.

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With on-going refinements, Personas are essential to developing a deep awareness of day-to-day routines, challenges, goals and other valuable insights into the type of person they are and what you can either offer them or provide access to so they remain aligned to your offering(s).

Improve conversions along the entire path to purchase, with better alignment to each Persona’s needs, wants and desires.

Reduce each Persona’s path to purchase independently by addressing their concerns specifically and efficiently.

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Is there a minimum media or marketing spend to justify the cost of Personas?

That’s one of the most frequent questions we get. The benefits are highlighted here.  We think after you read through the list, you’ll come to realise that it’s not a question of your marketing spend as much as it is a focus on the bottom line for your division, department or company. Miscommunication, misunderstandings or delays are often related to confused communications, based on not fully understanding the Personas. Saving or optimising media and marketing spend is just one of the dozens of benefits. They are just the ones that are easiest to measure, track and quantify. Bottom line benefits may be indirect but can be substantially more valuable.

Personas are too expensive. There’s no way I’ll get sign off to pay for them.

It’s true. Our Personas aren’t cheap. Because they’re expertly crafted, designed and customised for your business. Our clients confirm their initial investment in Personas created more sales or saved them more money than they cost either, within 60 days or two campaigns, whichever came first.  After that, it’s a never-ending upside investment that keeps paying dividends ‘forever’.

But often, even that’s not enough to get people to make a decision. Try letting the higher-ups know that we’ve estimated, across our various accounts and campaigns, that on average, Personas save our clients +-$850/day. That means if you’re an average sized client, every day you wait is costing you +/-$850. That’s +/-$5,950 per week and +/-$25,500 per 30-day month. It’s only money…

What is the research data for Personas based on?

How long is a piece of string? Our basic starting point covers all the data collection we would do for a standard project – we can accommodate sophisticated quantitative analyses as part of our Marketing Intelligence service offering, on a case-by-case basis. What we find however, is that Personas require a lot less hard data than they do intangible and qualitative consideration. The mathematical and statistical number-crunching usually follows after campaigns are deployed rather than to create Personas.  We can aggregate first, second and third party data within our data collection and analysis process.

Can I buy a Persona ‘package’ from you 
and keep my current media agency?

Absolutely! That’s why we created the product. You can buy the Persona package and not deal with us for your media buying or creative design. No strings attached. We know many companies are in multi-year agreements with media buying and creative design agencies. By having a product you can buy, it gives you the option to go outside of your service contract to purchase a one-off product that will help you better administer your spend. It’s a win-win-win.

For example, we focus on results-driven campaigns with clients who spend one to nine Million annually. We know many brands spend in excess of $20 Million which is not our direct market. If you’re in that range however, we can provide you with Personas to reduce the guesswork and optimise future spend.

I’ve been in business for years and I know my prospects and clients like the back of my hand, why would I need to create Personas to tell me what I already know?

Great question! First, if you think you know everything you need to know to optimise your campaigns and you’re all set to go, you probably don’t need us or Personas. If, however, you do know your clients really well, then we’ll be able to cut to the chase and get to optimal campaign design and deployment a lot faster. The challenge we’re sure you’ve already experienced is getting everything that’s in your head, with years or decades of on-the-ground experience to your wider team and service providers like us. That is why Personas exist!

Why hasn’t my marketing or media company proposed this to me before?

First, it requires the knowledge, expertise and framework to work this. Second it takes the team resources to combine all the various components of a Persona, most media agencies or publishers don’t have the full suite of experts on-hand and it’s not what they do. We have been using Personas for years and are just bringing them to market now as a standalone product.

How can I trust Personas aren’t just another marketing ploy to make money from unsuspecting clients?

We’ve been in business for 6 years and for all that time, we’ve been able to create market-beating results. Our results are there for all to see. Personas are a key building block to ensure every dollar you spend creates the best results possible. This is what we do every day of the week – optimising campaigns to save our clients.

We once created a dynamic content-driven marketing automation campaign with 276 individual components that coherently communicated ONE message across seven Personas within one customer journey. 
That is logistically and logically impossible 
to do without clearly defined Personas. 

More conversion stats

More stats below

Helps create consistent, coherent and congruent messaging across all platforms, campaigns and contextual applications.

Align your sales process and other communications in harmony with the various personas.

Save time on mis-aligned copy and other mis-matched activities and initiatives.

01

02

03

Have everyone internally and externally on the same page, speaking the same language about specific prospects instead of generalisations that get confusing and often create contradictory and self-defeating results.

On-board new staff and suppliers more effectively with personas they can get to know rather than starting from scratch and reinventing the wheel by posing all the same questions that preceded them and have already been 
dealt with.

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05

Personas avoid the pitfalls of mass marketing by trying to be all things to all people in all communications – they allow personalised communication that connects with them viscerally instead of superficially with all your stakeholders.

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Personas provide better qualified prospects 
who want to pay for your products/services

Companies who exceed lead and revenue goals are 4 times more likely to use Personas for demand generation than organisations that missed lead and revenue goals.

Market leaders adopt and refine Personas to move further ahead of their competition

Companies who exceed lead and revenue goals are twice as likely to create personas than companies who miss these goals.

As a general rule, three to four Personas account for over 90% of a company’s sales which translates to a very effective lever to get quick wins on the board. 
Barn Raisers 

Personalized emails made possible with personas drive 
18 times more revenue than broadcast emails. 
Mailchimp 

The DemandGen Report showed Thomson Reuter’s, buyer personas contributed to a 175% increase in revenue attributed to marketing, a 10% increase in leads sent to sales and a 72% reduction in lead conversion time. 
DemandGen Report