Chapter 2 - Reaching the Right People
IN THIS LESSON
What is a persona anyway, and why should I care?
A persona is essentially a detailed bio of one of your patients/clients/customers. Personas are used to understand how your target audience might interact with and view the information you share online.
Persona work typically looks to understand the health, social, cultural, demographic, and socioeconomic motivations behind a person’s behavior. This understanding allows you to better reach the people you want to reach.
Marketers and designers typically create personas with bio basics, I encourage you to look at the motivations behind your audience. Dive a little deeper.
Why I’m recommending a literary persona vs a traditional marketing worksheet.
I’ve included a link to a free literary persona worksheet. It’s probably a bit too complex, but the important part is to ask yourself the questions about your prospective patients and their motivations.
The key to good marketing is storytelling, so if you approach your audience research like the characters and plot of a book, you’re less likely to lose the story along the way.
You don’t need to answer every question, but you should be able to build out a whole person with traits, concerns, and motivations.
