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- Many companies find themselves like this and choose to create massive digital stories to talk about what they do know: the characteristics of their product. And that’s a mistake, at least at the beginning of the conversation.
- Between the 80s and 90s of the last century, the software designer Alan Cooper built a methodology called User Persona .
There are startups and companies that know (and talk) a lot about their products, but who know little about their consumers and still talk less about them. Their websites and landing pages mention features , pricings and service efficiencies, but they do not connect with the wishes of the users.
Reading Anita Cufari’s new book, “ Storytelling and Copywriting ”,