Net Positive
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Net Positive

Personas focus your marketing

There are countless tactics and tools for marketers, personas focus your marketing by building a story around your audience. You look to connect, to understand, and really think about your audience as an individual.

“Catching someone’s attention and being heard amid this streaming torrent of information is the greatest challenge of contemporary marketing” — Adele Revella (Buyer’s Personas).

What would be the best method to approach this great challenge? Amidst the chaos and noise of the digital environment, the right content can silence the world around us.

As noted by Dale Carnegie, a person’s name is to that person, the sweetest, most important sound in any language.

In the arena of the sign-up flow we see this, companies ask us our name and in the next stage of the flow, we are greeted with the sweetest of personal sounds. The user feels special, feels validated, feels relevant. They’re engaged.

As companies are better able to create a product that is user-focused, we will see the development of techniques, that will ensure engagement with the product, reducing the barrier of friction. One method to creating this user focus is to create customer personas. The construction of a persona allows for insights to be leveraged toward a customer that really connects and achieves a greater marketing impression.

A Persona

A snapshot of a hypothetical customer that would engage with your business. This would be broken down with key demographic information, their goals, and their barriers. The process seeks to uncover the problem they will solve with your product, and what stands in their way of using it.

The creation of this persona allows you to reverse engineer strategies to better connect with them, and present the value that your product offers. You can segment your audience as if you were playing a game of Guess Who?

Key Benefit Of A Persona

The beauty of customer personas is the potential for catching someone’s attention because you’ve committed effort into understanding them. You have increased your chances of genuine engagement because you have tried to connect with what makes them who they are.

In the Net Positive Podcast, Charlotte Norman gave superb analysis into the use of personas in her role at Canva. She highlighted how they improved planning their product roadmap, influenced audience segmentation, and helped craft their EDM strategy. The user-led approach optimises the processes that someone experiences while using the product and ensures their goals can be achieved.

Here at Upflowy:

The Conditional Logic that’s used in Upflowy’s sign-up process seeks to do the same. The sign-up process funnels the right customers into the right position for their use of our product. Experience a truly seamless signup flow here at

Originally published at on March 5, 2021.



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