Part one of this series discussed how persona use can overcome the challenges that come with multichannel marketing and help companies maximize their persuasive efforts. I outlined three specific ways to use personas across selling and marketing channels:

• Interact with personas, their needs, and motivations, and uncover new selling opportunities. Learn how, when, and why they shop and make decisions in your category.
• Walk through all the channels and touch points with the personas to ensure a great, consistent experience.
• Write and speak to personas’ goals and motivations to keep messaging consistent company-wide.

Now, let’s dig deeper for some real-world tactical implementation of persona use. To do that, let’s meet Jill, a persona created for Best Buy:

Continue reading my column at ClickZ…