Audience Personas

Marketing talks to people. People love stories. Since people are so fundamentally different, so are the stories that appeal to them.

From today, Wafrow is leaning harder into this idea of diverse stories for diverse personas. Personas are traits: demographics, psychographic and brand specific that make a consumer needs uniquely stand out.

Since each persona is different, so should the copy Wafrow writes for them. Hence, all the places where we earlier used to ask for context (e.g., translation, subject line generator), we now ask teams to build their own personas for whom we write our copy.

The results are as unique as you might perceive. Enough that the way we used to internally benchmark quality of responses is no longer a good measure. We'll have to redo the entire process. A great problem to have.

Hat tip: this post deserves a hat tip to one of our customers who convinced me in one sales meeting to do this. You know who you are :-) Thank you.