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Last Wednesday, I saw the movie Tanu weds Manu Returns.
I am not much of a movie goer. Nevertheless, I did have some good reasons to go see the movie – rave reviews on trusted WhatsApp groups that I belong to, a movie plot revolving around small town India and wife was back from her holiday.
I went to the movie only to be entertained. But, I walked out a little more confident about Buyer Personas.
For the uninitiated (especially visitors and subscribers from outside of India), Tanu weds Manu Returns (sequel to Tanu weds Manu) is the story of a troubled love marriage on the brink of a divorce. As the divorce proceedings pan out, Manu (the boy) falls in love again with another girl Datto, who agrees to marry him. Datto and Tanu (Manu’s soon to be ex-wife) bear a slight resemblance.
Tanu selflessly takes part in Manu’s wedding and charms him. Manu realises that he still loves Tanu, but still decides to go ahead for Datto’s sake who comes to know of this odd predicament. At the last phera (step) of the wedding ritual, Datto boldly gives Manu permission to leave. Manu takes it, reconciles with Tanu and brings down the curtains. All this confusion portrayed with loads of rustic humour makes the movie a true entertainer.
Trust me. If it was any less convoluted, it wouldn’t have been a Hindi bollywood movie.
Here is the trailer of the movie with english subtitles.
Clarity in buyer personas is fundamental to the success of any inbound marketing campaign.
They also apply to all campaigns, not just marketing ones.
Building buyer personas takes effort, a lot of effort. The research is extensive – interviews, surveys, studying social media profiles, controlled inbound marketing experiments and numerous random conversations. Even after all this effort, what is truly humbling is that buyer personas are never completely done. They keep evolving and changing, continuously. And that is the beauty of it. A representation of reality-a fictional slice of life is as real as life itself.
They are never done, sigh.
At the beginning, as you go about building buyer personas, they appear conceptual, theoretical and even needless. The development process seems like an avoidable and never-ending CXO strategy offsite. It is frustrating. It is confusing. Above all, you are never sure, what you are creating, is correct.
The buyer persona appears nothing more than a lifeless well documented report.
But one fine day, the Sun will shine through the clouds of confusion. The buyer persona will emerge from the document in flesh and blood. It will become real. You will start recognizing it, instantly.
It happened to Manu the protagonist in the movie.
Before applying for divorce, Tanu and Manu (the boy) start living separately. Though away, they keep thinking about each other. The movie shows Manu remembering Tanu more than vice-versa. Because of this emotion, Manu falls for Datto. Why?
Datto bears a striking resemblance to Tanu. While Datto is not an exact Tanu twin, she comes out as a strong look-alike.
Manu thinks Datto is Tanu and starts investigating her whereabouts, only to find out that Datto is not Tanu. Datto discovers that Manu is stalking her, confronts him and almost gets him bashed publicly. Manu clarifies by showing Tanu’s photo to Datto. She is funnily amused. Datto and Manu start dating. Manu, on many occasions, finds Datto exhibiting the same mannerisms as Tanu – choice of words, gestures and expressions. Manu got lucky with his partner persona.
Buyer Personas for your business are no different. Once you find your ideal buyer persona, you just have to find similar ones. Those that look the same, talk the same, answer emails in a certain way or don’t answer at all (in which case they only use the phone to communicate), keep their word, follow timelines, stick to a process and I could go on and on. When you starting finding your ideal buyer personas, you will notice how excitedly they respond to all your actions, just the way Datto responds to Manu.
So, while you go about building your buyer personas, please remember, you just need to find your Tanu, Datto and … I will be shocked if they make another sequel.