Personas are my crack cocaine.

Why, when it comes to creating video, this Creative Director is addicted to personas

There are many reasons why I’m hooked on the idea that reviewing a persona first should be the initial step of the video development process. The most important reason why is this:

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When the conversation turns to creating a video for the Internet, the goal is to produce a video that goes ‘viral’. But this line of thinking doesn’t make sense if you’re a marketer, especially if you’re a B2B marketer. Remember it’s not about getting everyone and their brother to watch your video, it’s about getting your target audience to watch your video.

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