How to Use Personas to Improve Sales with Brian Eisenberg (8:31)


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How to Use Personas to Improve Sales with Brian Eisenberg (8:31)

Dr. Ralph F. Wilson, Web Marketing Today
Apr 8, 2008, 01:18

In this video interview, Bryan Eisenberg explains what a persona is -- a particular type of customer whose buying patterns have predictable characteristics. He begins with four classic personality types: competitive, methodical, spontaneous, and humanistic. With data from keywords, sales people, customer service reps, etc., a persona can be developed for each type. Then copy for landing pages can be designed to speak to each persona -- substantially increasing conversion rates.

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