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If you can demonstrate a deep understanding of their needs and provide a service that not only solves their problems but delivers added value, then your customers are far more likely to trust you. In 1950, long-running American teen magazine Seventeen developed what must be one of the earliest examples of a “buyer persona” with the creation of Teena (get it?!) – a fictional character based on survey data and used to peddle advertising space Cleared They highlighted the bees’ plight by setting up a fake florists plagued by disappearing flowers (much to their customers’ surprise!) to spread the message that, “a world without bees is a world without flowers.” With more than two million views for this video alone, they had their finger on the pulse of public opinion with this video. If you can style out your own story like this, you might just earn the emotional (and financial!) investment of your customers