Personas | Harte Hanks

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The power of Personas

When was the last time you walked into a store and someone asked your age, gender, income and postcode? Probably never. They’re a lot more likely to ask ‘how can I help you?’ to identify your individual needs. And that’s exactly how we should be starting personas today.

As marketers, we can’t assume where people are based, how old they are or where they come from. To really resonate with your customers, it’s important to understand the why behind their buys. You need to understand what makes them tick, buy, get excited, sigh. Because once you get to the heart of their context, you can create content that speaks to them in the moment, engages their interest and drives them to interact.

personas hero

“Knowing who your customers are is great, but knowing how they behave is even better.”

John Miller, CEO and Co-Founder at Engagio



We look at people’s individual signals and situation to uncover what motivates them to purchase, in order to build personas that help you understand how to interact in the moment.



Understand the situation

First thing’s first: let’s look at the situation that causes your buyer to enter their journey. What problem are they trying to solve? Do they need a new phone because their old one’s broken or simply because they’re up for a renewal?

Figuring this out will give you the insight to deliver super pertinent messaging.



Understand the role

Personas can also be influenced by role. A buyer might make different decisions if they’re buying as a mother or friend than if they’re buying as a manager or business owner. This will shape how to interact with them on their path to purchase.

Once you’ve got their situation and role clear in mind, you can then layer in the demographic data for added detail – rather than starting with them.


motivate people

Understand what will motivate people to buy from your brand

customers demographics

Build an accurate picture of customers far beyond demographics

talk to people

Talk to people in the most relevant ways at the most impactful times

customers moment

Go beyond one-to-one and understand customers in the moment

customer experience

Enhance every customer's experience and make it truly personal


Working Men

How personas can enhance your B2B customer experience

ARTICLE – March 10, 2017
Working Team

Buyer personas aren’t your segments and here’s why – Michele Fitzpatrick

ARTICLE – March 28, 2017
Running Race

Harness the power of data-driven creativity

ARTICLE – January 13, 2017

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