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