Personas are fictionalized representations of your ideal customer.
They are used to better communicate with your target audience by allowing you to envision a “person” who you can speak directly to. For instance, maybe you have a few subsets of your audience. Let’s say you have 3 main personas, Mary Mom, Busy Bill and Skeptical Sal. Without any additional information, you can already tell that marketing the same message to these three “people” would not be as effective as tweaking the message to better fit their unique pain points and lifestyle.
There are many ways you can divide your audience into personas and it will vary based on your unique product and services offering. For some context, the following are general ways in which personas are grouped:
- Age
- Gender
- Location
- Occupation
- Income
- Family Size
Once you identify your personas, you can keep them in mind when working on your marketing. With Variable Print Data, it’s easy to create a campaign that changes elements for various personas. For instance, the headline, offer and even imagery could change between your audience segments. So, the same mailer could go out to Mary Mom, Busy Bill and Skeptical Sal but each version is tailored to better speak to the recipient.