Create a buyer persona before you start planning or producing content. That way you have a better understanding of who is reading it and the answers they’re looking for. That leads to much higher conversions.

In other words, begin to look at your business through the lens of someone who is hearing about you for the first time.  What questions would you have about your business?  Why would you want to buy your product?

Then begin to think about the message and story that would best connect the buyer to your business.  Through this lens, you will better understand how to build the bridge from your business to your future clients.

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