Making assumptions can be dangerous, and making assumptions about who your ideal customer is can be the kiss of death for your business. Without a crystal-clear idea of who you should be targeting with your marketing messaging – and why – all your efforts could be for naught. This is why creating complex buyer personas for your target audience is so important. Simply put, buyer personas are composites of the values, behaviors, and characteristics of your perfect customers, distilled into unique summaries. Read more…
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