As I plow my way into my sixteenth year as an independent copywriter, I have no difficulty whatsoever identifying the single biggest, most common and most destructive mistake marketers make: failure to understand their customers. Without that understanding, products are misdesigned, campaigns are misconceived and messages are mistargeted.
Simply put, if you don’t know the hopes, fears, desires, dreams and workaday realities of your audience, you don’t know who you’re talking to. Or what you’re really doing with your communications.
That’s why I’m delighted to call attention to the work of a friend and colleague, Adele Revella, who’s recently launched a new website that presents a business she has been nurturing, shaping and molding for years: The Buyer Persona Institute.
Do yourself a favor and take a look. Adele offers free Buyer Persona Templates you may download and use for free. Caution: These templates are powerful and like anything powerful, can be misused. Follow Adele’s advice and apply them appropriately. Better yet, sign up for her custom workshops and learn how to use them correctly from the get-go.