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Making Personas Sparkle Like Diamonds, Part 2

Posted By Bryan Eisenberg On February 4, 2005 @ 3:28 pm In Personas,ROI Marketing | No Comments

Early in our company’s life, persona development was largely an intuitive process. We wanted to develop a process we could use to train clients and partners in the persona development process. To do so, we delved into literature and film to understand character development.

Last week [1], we discussed what we learned from David Freeman’s character diamonds and masks. This week, we study these, and their applications, in more depth. Here’s more from David Freeman.

Address a Buyer’s Mask When Selling to Him

BMW pushes its “Ultimate Driving Machine” to men who usually end up driving 40 mph in rush-hour traffic. Yet these men view themselves as mighty conquerors of a limitless asphalt horizon, roaring full throttle through life and leaving testosterone in their wake. BMW sells to these men’s masks.

The full picture is actually a little more complicated. This persona’s character diamond breaks out accordingly:

Continue reading my column at ClickZ… [2]


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URL to article: http://www.grokdotcom.com/2005/02/04/making-personas-sparkle-like-diamonds-part-2/

URLs in this post:

[1] Last week: http://www.clickz.com/experts/crm/traffic/article.php/3461821

[2] Continue reading my column at ClickZ…: http://www.clickz.com/showPage.html?page=3468161

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