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The Most Important Marketing Tool You Probably Aren’t Using

by Ilana Rabinowitz |

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…

About the Author

Ilana Rabinowitz

Ilana Rabinowitz is the vice-president for marketing for Lion Brand Yarn and blogs about social media at Marketing Without A Net. Rabinowitz approaches marketing with an uncompromising focus on the customer and a grounding in psychology and neuroscience to understand what motivates people to make buying decisions.  She believes that businesses need to develop their own media as a means of creating a branded experience for customers.  She has spoken at digital marketing conferences including Web 2.0, Blogher Business and Internet Retailer. She is the author of a book about psychology, a book about mindfulness and co-author of a book about the culture of knitting. Follow her on Twitter at @ilana221.