July 24, 2017 at 10:38 AM

How to assign personas to your leads, customers and prospects?

The value of using personas should be clear, but then the question arises: how do we assign personas to our prospects, leads and clients?

A solid content marketing plan will help you do this. Ideally, you'll use a tool like HubSpot, that makes both the workflows and the CRM integration easy, but this can be done manually or with other solutions. 

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July 20, 2017 at 11:05 AM

Write for your reader. Write for your personas.

Your elementary school English teacher probably taught you, as mine did me: Write for your reader.

This remains some of the wisest advice I've received over the years. People care about themselves. All the more so, if there is a definite need, then until that need is met, they don't really want to hear about other details.

If someone's car broke down and they need to get to work, going on about the stereo isn't going to help sell the car. If someone had a tree fall on their roof, having the largest range of color options isn't what's going to sell the deal.

Start with what is the pain point of the consumer, and repurpose your content to meet the needs of each of your defined personas. Most ebooks, articles, white papers, tip sheets, etc. can be rewritten pretty easily for each of your personas.

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