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We at Southerly are firm believers in the power of the persona. We use them on a daily basis to ensure our content reaches the right people, and we know they work; you’re reading this blog, after all.

Whether your business is large or small, or your audience is internal or external, personas can guide your content and make it relevant to the right people. We’re so fond of personas that we’ve even gone and written a guide on them.

But, if you still need some convincing, here are six reasons that demonstrate why designing personas is a good idea for your business.

Personas encourage you to dig deeper

Designing personas means you have to know your audience. This means you’ll have to spend some time understanding not only who you want to reach, but who you’re currently reaching. By digging into the customer data at your disposal, you’ll discover key information that could have otherwise remained hidden away.

They will save you time

By helping you define what content to produce, personas will save you plenty of time. You won’t have to ponder what message will appeal to everyone; instead, you will be able to focus on a particular audience, and create content that you know they’ll appreciate.

They can help you fine-tune your offering

Is your messaging missing the mark? Are you trying to appeal to too many people with one piece? Personas will help you refine your messaging, and ensure you’re hitting the right notes. If you want to reach a variety of target audiences, designing a range of personas will assist with reaching large numbers of people, but in a more personalised way.

They can save you money

Marketing can be an expensive business, especially if you go about it in the wrong way. Advertising via channels that your target audience doesn’t use can be incredibly costly: you are unlikely to see any return on your investment, and the people that matter will still be none the wiser to your offering. By understanding your audience, you’ll be far better positioned to reach the right people, and will, therefore, be able to make your money go further.

They guarantee a unified approach

By creating personas, you can be sure that everyone in your business will have the same notion of the audience that is being appealed to. This means that all content – be it writing, imagery or audio – can be designed with the same targets in mind.

They can give you better quality leads

This is, of course, the primary aim of persona building, but it deserves highlighting. By crafting personas, you’ll be giving all of your communications a particular steer. If they’ve been designed effectively, you’ll hit the right audience, and can, therefore, ensure any subsequent leads are high in quality.

To learn more about the value of personas, how you can create them, and how they can benefit you once they’ve been designed, download our guide.