“Content Must Address Personas.
By developing personas, you learn who your customers really are, what their values really are, and what they really want from you. This helps you to persuade better. Each persona has different content needs. One may know exactly what she wants. Another may only have a general interest for your product category.
For the first persona, clear, precise navigation is enough. The second requires copy that incorporates the five-step sales process (Prospect, Rapport, Qualify, Present, Close) and AIDAS (Attention, Interest, Desire, Action, Satisfy) to sell her anything. The more information you provide, the closer she’ll come to a sale.
When you focus on a persona’s needs and values, you find the resolution points that allow you to develop the conversation your prospect seeks. You spend time answering her questions, not dumping everything on one long page.”