Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Creating useful personas and tone of voice guidelines

3,608 views

Published on

These are the slides for my talk at MarketingProfs 2014 B2B Marketing Forum in Boston. It contains some pretty pictures and checklists for creating personas and tone of voice guidelines.

Published in: Marketing
  • Be the first to comment

Creating useful personas and tone of voice guidelines

  1. 1. Matthew Stibbe www.articulatemarketing.com matthew@articulatemarketing.com @wearearticulate Creating useful personas and tone of voice guidelines
  2. 2. Persona: Matthew * Not actual size
  3. 3. About you
  4. 4. Why is this important?
  5. 5. Reader first, customer first Talk to them about their needs and problems in their language (Not your needs and problems in your language)
  6. 6. What brands have a distinctive ‘voice’?
  7. 7. Brands we like
  8. 8. Personas
  9. 9. What is a persona? ‘Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behaviour patterns, motivations and goals’ (HubSpot definition)
  10. 10. Sample persona http://academy.hubspot.com/examples/customer-examples/?Tag=Buyer+Persona
  11. 11. Sample persona http://academy.hubspot.com/examples/customer-examples/?Tag=Buyer+Persona
  12. 12. Articulate Persona
  13. 13. Turbine persona
  14. 14. What are they for? • Identification • Targeting • Consistency • Finding hooks • Briefing
  15. 15. Personas are NOT • A product spec in human form • Actual real people • Market research • Everyone • Generic
  16. 16. Research tips • Who knows customers the best? • Composite of real people • Ask actual customers
  17. 17. Let’s make a persona!
  18. 18. Overview • Biography • Day in the life • Reading • Challenges • Needs
  19. 19. Biography • Name • Job title • Employer • Education • Family • Career • Hobbies
  20. 20. Day in the life • Where do they work? • What do they do there? • How do they spend their time? • What do they like? • Dislike?
  21. 21. Reading • What do they read for pleasure? • What do they read for business? • What websites do they like? • What blogs do they visit? • Who do they follow on social media?
  22. 22. Challenges • Pain points • Business challenges • Threats • Development needs • Barriers to progress
  23. 23. Needs • Career opportunities • Business opportunities • Product or service wish list • What would they do if they had three wishes
  24. 24. Your examples
  25. 25. Tone of voice
  26. 26. What is a tone of voice (TOV)? • Branding • Story-telling • Differentiation • Personality • Proof of ‘why’ • Emotional connection
  27. 27. What are they for? • Insight • Change • Permission • Consistency • Briefing • Inspiration
  28. 28. Do your research
  29. 29. Talk to your tribe
  30. 30. Be consistent or look clueless
  31. 31. Don’t do quirky for the sake of it
  32. 32. http://www.nhsidentity.nhs.uk/all-guidelines/guidelines/primary-care-trusts-new-guidance/tone-of-voice
  33. 33. http://brand.britishcouncil.org/tone-of-voice
  34. 34. Let’s write a TOV!
  35. 35. Overview • Audience • Voice • Language • Viewpoint • Relationship
  36. 36. Audience • Who are you writing for? • Personas? • Reading age • Education
  37. 37. Voice • For example: • Ironic • Cheeky • Serious • Earnest • Jokey • Formal • Conversational • Who speaks like this? • What other companies use this voice?
  38. 38. Language • Mandatory words? • Forbidden words? • Readability requirements? • Style guide? • British English? American English? • For translation?
  39. 39. Viewpoint • What is your attitude? • What do you know? • Why should people listen? • Who has this attitude? • Platform • Permission • Authority
  40. 40. Relationship • Actual? • Desired? • Who has this relationship?
  41. 41. Your examples
  42. 42. What next?
  43. 43. Matthew Stibbe www.articulatemarketing.com matthew@articulatemarketing.com @wearearticulate

×