This week, we’ve been talking about establishing buyer personas. What did you think was gonna happen? You were going to create these fantastic, research-based personas and stick them in a dusty file cabinet somewhere in the Home Alone basement?

There’s a model in the user experience community that shows how users are goal-focused, not tool-focused.

The buzz on buyer personas has been persistent for almost a decade. We’re not talking about anything new. But when important marketing elements become part of your everyday vocabulary, sometimes it can be a lot like saying the word “cat” eleventy billion times in a row until the word loses its meaning. You forget why we started developing buyer personas as marketers and how they can impact your business.