The document discusses how creating personas can help businesses better understand and communicate with their target audiences. It defines a persona as a fictional archetype that represents a user group. By designing for well-defined personas, a company can satisfy the broader group that each persona represents. This allows the company to focus on the goals and needs of a manageable set of personas while still representing their overall target audience. It also helps avoid designing for what the company itself wants rather than its customers. Overall, personas can provide insights into how to effectively reach and message the target audience.

1. Persona’s? Why?

2. An example..

3. ask yourself this:

4. In all of your communications,

5. WHO
are you actually talking to?

7. ?

8. WHO is your audience?

10. Do you even know?

11. Is he?

12. are they?

13. or are they?

14. or these
guys?

15. or is she?

16. ?

17. Or do you think..

18. Maybe if you scream
loud enough

22. And often enough..

26. Your audience will notice you?

27. ?

28. hmmm..

29. Of course you’re reaching a
(large) part of your audience in
your communications..

30. For sure..

31. But is this really the most
efficient way to communicate?

32. Does your message really hit its
target??

33. This is where personas can
help,

34. They can help you targeting
the right audience, with the
right message, at the right
time..

35. Some background..

36. What is a persona?

37. A persona is
a fictional person (an archetype)
who represents a user group

38. JAMES

39. “By designing for personas—whose goals
and behavior patterns are well
understood—you can satisfy the broader
group of people represented by that
persona.” Cooper

40. This will allow you to appeal
strongly to the target audience
these personas are based upon

41. By using personas,

42. A company can concentrate on designing for a
manageable set of personas, knowing that
they represent their target audience.
1
2
3

43. Users' goals and needs will become a
common point of focus throughout all
(customer facing) activities.
1
2
3

44. A company can avoid the trap of ‘making’ what
they would use or like themselves
(or the (few) customers they know.)
1
2
3

45. This makes
sense..

46. Now back to you..

47. In your communications..

48. wouldn’t it be

50. If you knew,

51. REALLY
knew

52. Who you are talking to?

53. Not just their age, company size,
SIC code and location..

54. But their thoughts, worries,
believes and ideas?

55. His?

56. His?Hers?

57. His?Hers?or his?

58. Knowing this,
will make it so much easier,

59. to create a really focused,
targeted message towards your
audience.

60. Creating and using personas,

61. will help align messaging
throughout all your campaigns
and other marketing activities,
1

62. It will make sure you really know
who you are targeting,
2

63. which will allow you to create much
better,
‘on the spot’ messaging,
3

64. It can help you to decide on
HOW to communicate to your
audience:
4

65. Do my personas prefer e-mail, twitter,
postal mail, a phone call ?

66. What will trigger my personas? What
message will attract their attention?

67. What are the allergies of my personas?
& what do they like?

68. Who do they listen to?
Who influences your personas?

69. What tone of voice to use?
& how to best address them?

70. Do my personas prefer use of images ?
Or maybe just text?

71. Loads of questions that can be
answered so much more easily
once you really ‘know’ your
personas.

72. To sum up

73. Every company designs products
or services for their target market.

74. Personas are a ‘tool’ to get a
better feel for this target market

75. This will help you to better know
- your customers and market
- how and where to reach them
- what they challenges and needs are
- how to really attract their attention

76. Which will result in
- more and better focus on customers
- products that better suit your market
- better targeted communications
- more aligned communications

77. So why waste time?

78. ENJOY!
Kim ten Brink