Lately I’ve been reading a new book, The new Rules of Marketing & PR, which talks about “the old rules” for use in traditional media, and talks about the new rules for use on the Internet. I’m still reading, but most of the book hasn’t been rocket science for me. The one thing which has really stuck out to me is the section talking about what the author calls “buyer personas.”

It’s something that seems like such a no-brainer, but it’s something a lot of marketers, especially those of us who double as a creative services team, can easily forget. I know from personal experience when you get excited about all the different creative options, media choices and what my public relations professors would have called “tactics.”

In fact, this takes me back to the day where we discussed goals, objectives, strategies and tactics in PR campaigns class. I only recall this because during this planning stage, where you create an organizational needs assessment to determine what your goals, objectives, strategies and tactics ought to be, you also take into consideration your target markets — your buyer personas. The people you want to reach with your marketing messages. The most important part of the plan.

The book had a great way of how to create a buyer persona, and immediate upon reading it I thought, “Duh,” but then realized how easy it is to assume what people will respond to, and how important thorough research can be. To really research your buyer persona, it’s like creating a persona for your brand. What does your specific buyer look like (in general)? What are their activities? What other products or services do they use or subscribe to? How do they speak, are there regional phrases you should take into account?

In my, and the author’s, opinion, I believe all of this information should supercede the 4 P’s of Marketing. It’s one of those things where you don’t know where to put it (place), how to price it (price) or who to tell about it (promotion) unless you’ve done your homework first. Dr. Seltzer would be proud that somebody got the message about research before you act.

So in end, before getting caught up in strategy and individual tactics and their implementation, do your homework and check it twice. Then decide on colors, designs and messages that you can actually direct to your buyer personas.