Because “Strategic Susan” isn’t helping your team make better decisions.
Let’s be honest — most audience personas gather digital dust. You’ve seen them: the generic stock photos, clever alliteration (Advocate Alex! Engaged Emma!), and vague attributes like “tech-savvy” or “community-minded.” The problem? They’re not grounded in reality or behavior. And they’re not helping you tailor your communications in a meaningful way.
Done right, audience personas are a strategic powerhouse. They align teams, improve message clarity, and help you focus your energy where it matters most.
Here’s what makes a persona actually useful:
Rooted in Data
Start with what you know. Analyze your CRM, email open rates, event engagement, and even informal conversations. Look for patterns — what kinds of content do people engage with? What channels do they respond to?
Specific, Not Stereotyped
Instead of “Members aged 35–55,” think:
“Dana, a mid-career professional who checks our emails on mobile during commute hours. She’s motivated by peer connections and values content that feels timely and actionable.”
Action-Driving
Each persona should map directly to messaging, tone, content preferences, and calls to action. If your persona isn’t helping you decide what to say, when, and how — it’s not pulling its weight.
Living Documents
Personas aren’t one-and-done. Review and refine them regularly based on new insights, changing audience behavior, and organizational strategy shifts.
Quick Win:
Draft a “Priority Persona” with your team this week. Ask: What do they care about most? What frustrates them? How can we serve them better?
Pro tip: Great personas aren’t about guessing your way into empathy — they’re about listening your way into clarity.
