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Key steps in creating your reader persona (07 Feb 2005)
Your arch enemies are statements like: “They might be interested in this; Some people come to our website looking for information.” Nobody that matters comes to your website looking for information. They come because they have a task they want to complete. All information must serve task completion. Websites that are full of aimless, vague information are a waste of time, effort and money. They should be shut down.
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