As every savvy marketer knows, using buyer personas is a time-honored technique that helps ensure

messaging stays focused on the customer

you’re not going to see success selling to the wrong persona.

You wouldn’t target young professional men when the customers who really want what you’re offering are middle-aged moms.

You probably can’t sell baby strollers to singles, for example. No matter how powerful your message or your medium, you won’t be able to break through without directing the right message to the right segment of your market...