People are bombarded by advertisements. The things are everywhere – blazoned on surfaces from taxicab roofs to bathroom stalls. And banner ads appear on virtually every website with traffic worth talking about.

But the ad isn’t an end unto itself. It’s great when your ad’s salient and catchy enough to snag someone’s interest. The payoff is what happens after someone clicks through.

Now, Vicky’s one smark cookie. And it seems she knows something many players in the advertising and marketing game don’t.

So let’s let her whisper in our ear.
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I’m sitting on a stark metal folding chair. There’s a sole bright light bulb glaring overhead. Out of the shadows walks a man in an Armani suit and $400 sunglasses. He stares at me. “Ok – I’ve just about lost my patience. Talk. Don’t hold anything back. I’ll know if you’re lying.”

I squirm uncomfortably in my chair, but keep my mouth shut.

“If you don’t start spilling the beans – this could get ugly. I’m just about out of patience here. For the last time – tell me – how do you create personas?”
Read the rest of this article.
Read the entire newsletter: Volume 122