When you sit down to write something for your website do you struggle to find just the right, compelling language? You want to show your readers that your team knows what their talking about. You want to establish your credibility. But what happens too often in this desire to appear a “subject matter expert” – in marketing parlance – is the copy becomes jargon-heavy; it becomes more about the writer than the reader. So how do you write web content for your business that is compelling and written for the reader? Create personas. What Are Personas? A persona is a fictional character, if you will, representing a segment of your target audience. The persona is written around a particular behavior or goal. For every goal, there will be a persona. For example, say you own a wine store. You will have some customers that are wine connoisseurs and already knowledgable about wines. They…
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