This post is by Holly Buchanan.
How many times have you sat down to write a piece of copy and the ideas simply did not flow? It used to happen to me a lot, until I started working with personas. Personas are a copywriter’s best friend for so many reasons, but two of the best ones are:
- They are wonderful idea starters
- They keep you from stereotyping your customers
I’ve been researching marketing to women for 3 years now, and one of the biggest problems I see is stereotyping. It seems almost any time I work with a marketer who is targeting women, they call them “Soccer Moms.”
So how do you break away from stereotypes?