Top 3 Buyer Persona Mistakes and How To Avoid Them
Myth #1: Your buyer persona needs a name.
We’ve all seen the old advice to give your persona a name that is memorable. Names like Sally Sales Girl will bring your persona to life and create a more concrete persona — or so we’re told.
Fact: Naming your persona introduces bias.
The problem with giving your personas a fake name is that you could introduce bias into your marketing.
Myth Two: Your buyer persona needs a photo to make them more relatable and realistic.
Most personas have a stock photo on the first page. Assigning one picture or person to represent a large group of people lays a foundation for bias in your marketing.
Fact: Your persona doesn’t need a face to be realistic.
The persona’s picture most likely represents who you believe your ideal customer looks like, but it’s not likely a good determination of your entire audience.
Myth Three: Buyer personas should describe character traits.
Limiting personas to only character traits, demographics, and socio-graphic information limits your audience and ability to reach the right people in the right way.
Fact: Personas should tell you why people buy a product or service.
The best way to resonate with your audience is to understand them and empathize with their pain points. Understanding your audience begins with how you build and segment your personas.