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. Is it actually possible to have audience personas that actually work?
The real issue isn’t just that personas are cliché, it’s that they’re disconnected from decision-making. If your team can’t use a persona to choose between two headlines, prioritize a campaign, or adjust tone for a specific channel, then it’s just decoration. Personas should be tools, not templates. They need to reflect actual audience behavior, motivations, and barriers, not just demographic guesses or aspirational traits.
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.
Chris
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