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May 22, 2013 / 1 note

What to do when someone steals your content online

Great advice from HubSpot on what you need to do when someone steals your content online

On this World Day for Cultural Diversity we salute Asics for their “Boots against racism”
May 21, 2013 / 2 notes

On this World Day for Cultural Diversity we salute Asics for their “Boots against racism”

May 20, 2013 / 1 note

How you can sell more by creating users personas

Understanding your customers is essential to sales creation and retention. How can you sell effectively if you don´t know who your customers are? Creating personas is a quick and practical way to ensure you have an overview of your customer´s motivations and desires.

Let´s start by explaining what a user persona is.

Personas are fictional characters that marketers create to represent the different user types, their personal characteristics, goals and motivation for buying a particular product or using a specific service. We usually give these personas names, personalities and even add photos to encourage the approach to be as personable as possible.

These personas are based on facts collected from multiple types of research accumulated from real individuals and users. By gathering as much information as possible from our existing and potential customers, we are better equipped to understand their needs, design better products and services as well as create more effective marketing messages.

You want to be able to answer the following questions about your customers:


How do you create User Personas?

There are numerous ways to better understand your customers whether it is through discussion groups, interviews with users & prospects or conducting surveys. Remember that you want to keep it simple so you are looking at creating 3-5 different personas.

Here is a great example of interview questions from HubSpot

20 Questions to Ask in Persona Interviews

1) What is your job role? Your title?

2) How is your job measured?

3) What does a typical day look like?
4) What skills are required to do your job?
5) What knowledge and tools do you use in your job?
6) Who do you report to? Who reports to you?


7) In which industry or industries does your company work?
8) What is the size of your company (revenue, employees)?


9) What are you responsible for?
10) What does it mean to be successful in your role?


11) What are your biggest challenges?

Watering Holes

12) How do you learn about new information for your job?
13) What publications or blogs do you read?
14) What associations and social networks do you belong to?

Personal Background

15) Describe your personal demographics (if appropriate, ask their age, whether they’re married, if they have children).
16) Describe your educational background. What level of education did you complete, which schools did you attend, and what did you study?
17) Describe your career path. How did you end up where you are today?

Shopping Preferences

18) How do you prefer to interact with vendors (email, phone, in person)?
19) Do you use the internet to research vendors or products? If yes, how do you search for information?
20) Describe a recent purchase. Why did you consider a purchase, what was the evaluation process, and how did you decide to purchase that product or service?

Your Conclusion….Meet Jane!


After gathering the results of the research, you are now able to create a persona for each of the different customer types.

Give each persona their own name and a photo (it is important that you create a personality for these individuals so you and your company can begin relating to them as individuals)

Demographics: Include data such as age, education, geographic location, job description, number of children, pets, household income, etc.

Behaviors and Values: Define what “Jane” cares the most about and patterns of behavior, dislikes and likes. What are their pain points?

Goals: Why are they socializing with your product, company or service?  What do they gain?

Creating these personas will benefit your organization in so many ways.

  • Your sales team will understand who they are targeting and their buying behavior.
  • Customer Support will better understand and possibility predict the types of support issues that will need to be dealt with.
  • The Development team will understand who they are building for and their technical needs.
  • Your marketing team will create more effective messaging and marketing for your products and services!