Most businesses think of their customer prospects in demographic terms. The problem with this is that sales and marketing materials get written with a one-size-fits-all approach, but not everyone within a demographic audience thinks the same way.
Buyer Personas go far beyond simple demographic descriptions of your target customers. They get right down to the emotional core of the buyer type, uncovering the pain points relating to your products/services that keep them awake at night. They uncover the goals these people have in using the solution you offer, where they go to find information about your type of solution, the experience they are looking for and the most common objections that they have.
Understanding your customer prospects at the emotional level is important, because people buy on emotion and rationalize with facts. Ken will help you uncover the 20% of buyer personas that account for 80% of your revenue potential.