What if the problem with your marketing is not your message, but who you are trying to reach?
In this episode of SpotOn Spotlight, Ian sits down with Adam Sonnett of Sonnett and Company to talk about why personas are one of the most overlooked growth tools for small and medium-sized businesses. Adam will share why businesses cannot afford to treat every buyer the same, how identifying your “dream client” changes your sales and marketing strategy, and why clarity around goals, pain points, values, and communication preferences leads to better results. They also explore Adam’s background in UX design, how that shaped his thinking around buyer behavior, and the new tool he is building to help businesses create personas in real time and use them more strategically.