Touchpoint Personas for Persuasion and Empathy

“Your market research with an attitude, your analytics in a skirt.”

Personas are fictional representations of your customers designed to help you understand what to say to prospects and how to deliver content to them.
There is no better predictor of conversion success than the availability of personas.
So, why do so many marketing departments have trouble turning personas into actionable marketing gold? I believe it is because traditional “buyer personas” are too broad in their definition.
In my most recent Content Marketing Institute post, I introduce you to Touchpoint Personas and identify the key components of them.
Read The Anatomy of a Great Web Persona.

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Brian Massey

Conversion Scientist™ at Conversion Sciences

Brian Massey is the Founder and Conversion Scientist™ at Conversion Sciences. He is the author of Your Customer Creation Equation. His rare combination of interests, experience and neuroses were developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, international speaker and writer.

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