Anze talks about persona development in this thread.
Let’s say we sell a cold massage roller:
Suzy at 22
She is a very pro athlete. She trains hard and takes care of her diet.
She likes creatives with nice visuals and cares less about education.
She likes images of pro athletes with a product.
…10 years later
Suzy at 32
She thinks she is still very young but her body disagrees with some injuries.
She needs to care for her body more now and she doesn’t want to visit doctors for every reason.
She wants to be educated a bit more about the product but still likes nice imagery.
Suzy at 42
She is a mom for a couple of years now.
She could be struggling from a severe injury.
She puts a lot of focus on preventing the injury.
She just wants to stay fit and healthy.
She needs more education about the products.
Also through reviews. She values clear info.
Suzy at 52
She could be post-surgery. She knows her body really well.
Here creatives are more about injuries specific.
Some details so the same audience can connect with.
She really wants to avoid painkillers or other substances.
You see here you are talking about the same product all the time but you now have so many different combinations regarding creatives & landing pages.
Once you find a specific audience that outperforms others…
then you dial into landing pages (advertorial would crush here).
If you liked this post, make sure to thank Anze.