DESCRIPTION
How to address your stories, built around lived experiences of your audience and customers. Crafted in an empathic way for the biggest possible impact, this original method is common in inbound marketing, product launches, content strategy, (B2B) sales pitches, and social media campaigns. Ideal when tailoring narratives across segments (e.g. Gen Z vs. Baby Boomers, budget consumers vs. premium buyers).
Our created “story personas” is an adapted version of it, focussing mostly on story topics but buil in the same structure and logic.
Origins:
The persona concept originated in UX design was introduced by Alan Cooper in 1993 and popularized via his 1999 book The Inmates Are Running the Asylum. Over time, marketing and sales adopted these user archetypes to anchor storytelling in real audience motivations.
USED BY
Everybody into marketing and sales, on any level and with the wish to reach the customers in the most efficient way.
Approximately needed time
- Step 1: 4 hours
- Step 2: 3 hours
- Step 3: 2 hours
- Step 4: 5 hours
- Step 5: 3 hours
- TOTAL: 17 hours
METHOD
MATERIAL YOU COULD NEED: Persona profiles (name, demographics, goals, pains, channels), data data data: surveys, interviews, CRM, analytics, market, competitor, trends, storyboard tools or narrative frameworks, collaboration platforms like Miro, Trello, Airtable
STAKEHOLDER GOOD TO KNOW: Researchers, marketers, sales, UX, product Designers, analytics, pilot group.
STEPS
DATA SEGMENTATION: Real customers instead of guesswork.
Collect all data you can get from your customers or audience. Demographic & behavioral data via surveys, interviews, CRM and whatever else you have. Segment or cluster users by needs, channels, pain points.
Supporting methods: Voice-of-customer surveys, analytics, CRM reports.
Example: For workplace productivity app: survey remote workers to discover challenges with collaboration.
BUILDING PROFILES: Give your audience and customers a face.
Turn segments and cluster into profiles of fictional characters you can use from now on to identify and address somebody “real”. Create a template asking the same features and details for every different kind of customers. Classical “metrics” are fictional name, picture of somebody fitting to the description, short description, main life targets, additional important goals, age, marital status, quantity of kids and pets, social engagement level, level of technological understanding, level of digital adaptability, channels to reach the customers (social media, TV, print, etc.), media preferences, decision maker or just consulter, owner or renter of a house or apartment, living environment, income, mobility, hobbies and whatever additionally coming to your mind segmenting your customers.
Supporting methods: persona template
Example: “Budget‐Buyer Ben, 45, family man, looks for reliable, value-for-money solutions”; “Remote‐Work Rita, 32, values autonomy but struggles with team visibility.”
EMPATHY MAPS: It’s time for their feelings.
What do they feel, about what, and why? These are 3 small questions where answers help your to deepen understanding of each persona’s inner world. Chart what persona thinks, feels, sees, hears, says, and does and surface emotional triggers and roadblocks.
Supporting methods: Empathy map canvas, customer journey mapping.
Example: Customer group → webinar; regulators → private compliance meeting.
DESIGN MESSAGES: And again, NO One-size-fits-all…
How to address every customer persona to ensure stories speak directly to each of them an their worldview. Create story arcs addressing persona’s pains → solution → emotional benefit. Use their language and preferred channels (e.g. video, email, case study) and make your message fit in the best possible way.
Supporting methods: Storyboards, messaging frameworks.
Example: For Rita: a mini-video showing her using the tool to present monthly updates and gaining recognition.
TEST AND ADAPT: Shape after every feedback.
No w take the first step and go live, partially or locally, and get feedback. Did you reach your customer? Is the way you transport your message working for them? Etcetera. Run A/B tests if possible, pilot communications, gather reactions, tweak tone, length, visuals. Measure engagement metrics and validate it, adapt or correct it before you go all in and full scale deployment. Measure engagement metrics.
Supporting methods:A/B testing, surveys, analytics.
Example:Email A/B test shows Rita responds better to subject “Collaboration clarity” over “New tool launch.”
ORIGINAL VERSION (6 steps)
Typical storyboard process:
- Gather data – collect user information
- Segment – group similar user types
- Create personas – build fictional archetypes
- Map empathy – chart experience and emotions
- Build narratives – tailor story arcs
- Test and refine – validate and optimize
PROMINENT BRANDS USING IT
HubSpot: Uses personas like “Marketing Mary” to drive blog, ebook, webinar stories.
Nike: “Athletic Achiever” persona fuels motivational campaigns like Dream Crazier.
Coca‑Cola: “Youthful Optimist” persona behind campaigns like Share a Coke.
Spotify: Personas like “Discoverer” inform playlist-driven campaigns.
ANECDOTE
Airbnb: Created travelers like “Adventure Alex” to frame storytelling for each audience segment.
Dollar Shave Club: Centered on the “Frugal Groomer”—led to a viral launch video and massive subscriptions.
