I just read this great post on Copyblogger on why having an imaginary friend (or at least a picture of someone who would be typical of your audience) in mind when you write makes your content better.
Buyer personas aren't new but the act of visualising a specific individual is helpful and a step not everyone takes. I think the concept goes further than just copywriting; we ought to take our imaginary friend everywhere with us.
Your ideal customer should be there when you shape new products, make changes to your payment or service policies, choose your new locations or any other decision that could impact them and their loyalty to your brand.
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