After years of hanging around Copyhackers and attending their Tutorial Tuesday, I noticed I was becoming increasingly frustrated with the traditional persona model.
Then I met Adrienne Barnes and learned even more why I didn’t like traditional personas. The most important thing to know about your customer isn’t whether they eat breakfast 6 am or 7 but why they choose to buy.
The idea is to create your persona based on the Jobs to Be Done Framework (JTBD).
In this article by Carolyn Beaudoin at Copyhacker, she breaks down the reason to use the JTBD Framework, how to do it, and why to make the switch.
She calls for us to abandon traditional persons and ICPs (Ideal Client Persona),
“‘Cos traditional ICPs and buyer personas leave out some key details you really need to know to write high-converting copy. So you can capture more market share.”
She looks at several examples, even examples of Copyhackers’ own Copy School.
The article is thorough, so grab a cup of coffee before you dive in.