If your current persona doc looks like “Sophie, 27, likes oat lattes and weekend hikes”… I need you to lovingly put it in the bin.
This course is for marketers who want personas that actually help you write stronger messaging and make better decisions, built to use on your next landing page, email, or campaign. You’ll learn how to build an audience persona using buyer psychology (wants, needs, fears, objections), map how that persona shifts across the buyer journey, and pull real voice-of-customer language so your copy sounds like a human talking to humans.
How people actually make decisions, so your marketing stops sounding like it was written by a spreadsheet. Why people buy feelings (not features), wants vs needs, the fears and objections that kill conversions, and Jobs-to-be-Done with job stories you can plug straight into your messaging.
Where “audience research” becomes something you can actually use. Why static personas fail (and what to build instead), trigger events that turn something into a “now” problem, your strategic persona mapped across Awareness, Consideration and Decision, and voice-of-customer research translated into on-brand copy. Worksheets and check-ins throughout, so you’re not doing this in a vacuum.
Psychology like a responsible grown-up. What makes marketing feel trustworthy (and where people smell BS a mile off), the signals that build confidence (clarity framing, mere exposure, the pratfall effect), the ones that drive momentum (Zeigarnik, bandwagon, endowment), and reciprocity plus prompt design so your audience actually engages, matched to your real funnel and content.
Build a one-page strategic persona you can actually use. You will pick one offer, product, or service and identify a real trigger event that kicks off the journey. You’ll map wants, needs, fears, and objections across Awareness, Consideration, and Decision to turn it into messaging you can use for your next landing page, email, or campaign.
Because making learning fun is kinda our thing
“That people buy with emotion, then logic. My storytelling supports this, but this goes way deeper!” — Jenna, Social Media Manager
Fab Giovanetti is an award-winning author, entrepreneur and marketer of 15 years with a love for GIFs, band t-shirts and strong coffees. She is the CEO of Alt Marketing School, looking to make marketing more impactful, accessible, inclusive and fun.
She also stepped in as a guest lecturer for organisations such as Semrush, Planable, Underpinned and Jolt. Featured in The Next Web, Business Insider, Forbes among others, she was nominated one of the 50 digital women to watch in 2024, 2023 and 2022.
Level up with AMS
Looking to supercharge your team’s marketing skills? The AMS courses are available both on-demand and live, and are perfectly tailored to your marketing stars.
Dive into our offerings by reaching out at hello@altmarketingschool.com
You can access the course for as long as you are part of our all-access pass. We continuously refine, add, and update our content to keep it sparkly and relevant. As long as you have an active membership, you’ll receive all future updates and enhancements!
What sets our classes apart is our commitment to hands-on, actionable learning. While many courses offer theoretical knowledge, ours are designed for real-world application. Each course is an immersive experience where the skills you acquire are applied immediately and integrated into your marketing toolkit.
Since the course lets you follow your own learning journey, time investment can vary. Dedicating approximately two hours a day to the training allows you to get through the course in about a weekend. But remember, replay, pause, and play it again whenever you need.
We aim to build training that can support marketers with all levels of knowledge. Each course also includes a breakdown of the level of knowledge required and anything else you may need to make the most of your training.