Great Metrics Lie About Social Media

A Bain survey recently shared that 80 percent of company executives believed they delivered a “superior experience” to their customers. But when Bain asked the executive's same customers about their own perceptions, only 8 percent of customers felt … [Continue reading]

Please Don’t Stereotype Your Personas

In my last column, I promised to show you how to take these lists of personality mapping attributes and turn them from your typical persona stereotype (soccer mom, techno geek) into characters that ensure deep understanding and empathy. Many of the … [Continue reading]

Personas: The Magic behind the Mirror

Did you know most persona efforts fail as soon as the personas are completed? Teams create their personas, design slick posters to put on the walls, and say "these are our personas!" Creating personas is really just the beginning. A persona is not a … [Continue reading]

90% of Content Marketers Suffer From ‘The Curse’ & How to Remedy It

When it comes to stuff in which you have a huge personal investment (your kids, your homes, your businesses), you risk losing your objectivity. Hey, it's a human thing. Too much knowledge about your company and what you offer leads you to answer … [Continue reading]

Michelle Smith & Persuading Your Potential Customers

In order to plan the click-through-experience models, or persuasion scenarios, on a web site, we develop archetypical fictional characters composed from real data, called personas, who represent your buying audience. We must allow for multiple … [Continue reading]