Marketing Nuts & Bolts - Defining your persona
July 2019

Are you stabbing in the dark?

Clients Photo Credit: Unsplash


Do you know people who have gone on dating sites to 'find the one'... but haven't really thought about the type of person who will work out best for them in the long run? They rely on looks, and then chemistry over that first cup of coffee, thinking "Oh, I'll know it when I see it." Sadly, this 'stabbing in the dark' approach can lead to disappointment, awkward coffee dates, and more disappointment.

Clients have come to me after taking a similar approach to growing their business. They thought if they simply 'put the word out there' to as many people as possible, and made as many connections as they could, business would logically follow. But after spending serious dollars and hours, with discouraging results, they realized there has to be a more strategic way to go about this.

Even profitable businesses are hampered by the 'stab in the dark' approach. One of my colleagues runs a very successful financial firm and has no idea how she gets new clients. She's extraverted, charismatic, and has a large network, but no systematic approach to marketing. She's frustrated with the amount of time she spends on business development herself, being the only 'rain maker' in her firm. She reached out to us because she wants to share some aspects of the client engagement journey with other team members and create a reliable and repeatable process, simplifying it.

She wondered if there is a cost-effective way to do that. The good news is — there is! Use a marketing strategy. One that starts with defining your persona.


At Impagination, we help clients create a strategy that markets their unique offer efficiently, economically and effectively. Don't waste time 'stabbing in the dark'. In this blog we look at the first part of developing that plan — defining your persona.

Warm regards,

Laural Carr, Founder and Creative Business Development Director at her Toronto-based strategic marketing firm, Impagination Inc., she is an award-winning marketer and creator of the Impact Formula™ and Persona Maker™ Approach. She is passionate about helping smart savvy businesses find their next best client and boost business fast.

Impagination Inc. builds smart, targeted strategies to differentiate your services and streamline business development efforts to focus on easily finding more clients like your best clients. Our secret sauce is how we uniquely tailor the strategy and the message to be easy to execute and customized for the persona of the people who drive the business.