Buyer personas are the foundation to all marketing activities.
Let’s say you have a great product: you design and sell fashion contact lenses with rock band logos on them. You know it’s the next big thing and you start to market your product. You’ve decided on a few marketing initiatives and are reaching a lot of people: CEOs, managers, sales staff, accountants, tradies, local neighbours, members of networking groups, mums, dads, grandparents…
But no one’s buying in. You’re not getting any new sales. Why? They don’t need it; they don’t want it; they can’t use it; they aren’t interested.
It’s not because your product isn’t great; it is! Just not for the people you're reaching.
I’m sure you’ve heard the phrase about selling ice to Eskimos.