Here is a link to a great article about buyer personas from Mike Gospe at Kickstart Alliance. Here he describes the Buyer Persona and how it fits with the customer messaging the company will use.
Personas, Positioning & the Message Box
by Mike Gospe
When lead generation programs fail, they do so mainly because the messages communicated are irrelevant or ill-timed for the target audience. Our target customers are bombarded with thousands of messages every day. Unfortunately, we (as a society) have become so used to information overload it’s become the white noise of the marketplace. As a result, the knee-jerk reaction from companies is the “ready, fire” execution of promotional offers. It’s easy for marketers to fall into the trap of believing that volume replaces the need to “aim.”