Before social media taught us we had to sound human, we could talk to everyone in the same generic business-speak to everyone. Now, people have come to expect businesses to speak to them in a more personal way and to be more relevant. Personas allow you to do that.
Personas will determine the content, tone and language that you use when communicating. To better understand how important this is, imagine yourself at a family holiday party. You would not discuss the same topics or use the same kind of language with your grandmother who loves to garden, your college-age nephew who is fascinated with politics, or your sister, who’s an executive at a software company.