The Beat: If Everybody Looked the Same

Welcome to The Beat by Rockstar CMO. I’m Ian Truscott, MD of Rockstar CMO, a 3xCMO, trusted advisor and strategy consultant. In this newsletter, I’d like to share a mix of what’s caught my eye from our community, our podcast and our street knowledge blog.

In keeping with naming these emails after song titles, maybe I should have called this email “Return of the Mack” (you know, the ‘90s classic by Mark Morrison), I admit it’s been a while since I sent the last one, breaking the cardinal rule of content creators to be consistent, hopefully you’ll have me back and thanks for opening this.

The topic this week is personas, so the title comes from a tune by Groove Armada (link below). A quick confession, I had a lot of this already drafted in the summer but never pressed send, my excuse was the day job was pulling me away from the content side gig. But, I’d found some great links to share with you that might be a couple of months old but still good, so please check those out.

My view on creating personas is that it is all about needs and values. Most of the time, it doesn’t matter their age, gender, demographics or if your target buyer reads the Washington Post.

It’s about the job they need to get done, their career needs and aspirations, and you can cluster people by values. Whether they are risk-averse or innovators, building a picture of how we can help, not just with our product, but with our content marketing to keep them engaged.

Especially as the current thinking, as shared in this LinkedIn post, that the majority of your audience isn’t buying today. Yet, we focus so heavily on “the funnel”, forgetting the 95% of those circling above it who are not buying, but will do one day and you’ll want to be considered.

That’s probably a topic for another day; for now, my tip is to build your personas on their needs and you can read more of that perspective below.

Happy Sunday, have a great week; I’ll be back next week!

(oh and by the way, I’ve moved from Twitter to Threads - be great to connect over there, if you are on - https://www.threads.net/@iantruscott)

Cheers,

Ian

Ian Truscott | Chief Bottle Washer Rockstar CMO

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