Well, actually, there may be 3 or 4, according to Roy H. Williams, author of the Wizard of Ads books.
“Your business has only 3 or 4 customers living at thousands of different addresses. Your marketing should be crafted to reflect the preferences of each of them.”
As a copywriter, these couple of sentences have a liberating effect: Envisioning just these 3 or 4 customers rather than tens of thousands can do a lot to slice through writer’s block.
But is it fair to shoehorn your customers into these boxes? Actually, forget fair: Will it increase your ability to move them through the sales cycle?
So, what do you think? And if you’re a persona believer, how do you develop them?
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