We all know how valuable audience personas can be for marketers. They outline demographic information and pain points for different types of customers, and can help us picture our customer. However, there is no way for a persona to account for context – what is a real person actually experiencing at the moment they encounter our content? If we’re to produce campaigns that truly connect to our audiences, we must go beyond personas and get specific. In an ideal world, we’d write 100% personalized content for every potential customer, but in the real world, we have to settle for using tools to better get into their headspace. Here are tools to help:
Knowing what challenges your audiences face is only step one to developing campaigns that connect. Step two is understanding how your customers feel about their challenges and utilizing effective emotional writing to strike a chord.
Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here. About The Author
Ryan Brock is the founder and CEO of Metonymy Media, an agency of creative writers dedicated to helping businesses and organizations communicate effectively for growth and success. A full-time writer, editor, and entrepreneur for nine years, Brock’s professional focus is on creating fulfilling career opportunities for creative writers while empowering genuine brands to tell powerful stories that connect with audiences on every level to create powerful customer experiences. Brock has edited a number of books and publications, and is also the co-author of Nothing New: An Irreverent History of Storytelling and Social Media.
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