Or how to attract, convert, close and delight your customers
Let me introduce myself as a marketing persona
Let’s see if I can build a profile of my audience in my head before I start
How many agency? How many client side? Why are you at this conference? Why are you in this workshop?
The question you’re all asking yourself
This is the most important point.
I’m not interested in ‘personal transport solutions’ but I might like a new BMW I’m not interested in ‘financial management solutions’ but I might want an outsourced bookkeeper Articulate’s customers aren’t interested in copywriting for its own sake but they are interested in getting more visitors, leads, conversions
All writing is a conversation between two *people*.
Personas and TOVs are how you stop talking about your stuff in your words and start talking about their stuff in their words
Personas help you understand who you are talking to. TOVs help you understand who you are when you write.
What brands do we like? (Apple, Google, Virgin etc.) What do the have in common? (Great products, clear brand personality)
Would you say they have a distinctive tone of voice?
This comes out of our HubSpot system and I like the way it’s integrated into the platform
You ask who is your customer? Personas answer that question. They tell you about your customers’ innermost needs and problems. They tell you how to engage with customers in an imaginative and emotional way as well as a logical way. They ensure consistency across media, agencies and writers They tell you what kinds of messages and writing your customers trust They help you brief writers and agencies
These are abuses. Get a bad persona and you’ll get bad copy.
Also, if you don’t have an actual persona, you’ll have an unwritten, ad-hoc persona or multiple ones per writer
Letting product managers write them, you get product specs in human form ‘John needs inbound marketing content services’. It’s not a market research exercise – it’s your IDEAL customer Microsoft brief – ‘its for techies and senior management, in business and the public sector for SMBs and enterprise customers’ If you write for everyone you write for noone Too generic and you won’t get any differentiation.
Even a little bit of bad data is better than no data at all
Make it clear it’s not a sales call Respect people’s time Make it easy to help
Generally sales people know customers better than product people – objections, pain points, they know people’s psychology
What have you done?
The question you’re all asking yourself
Get paper and pen or laptops out!
Write down these headings.
You can adjust this formula. It’s not written in stone. But it works for us.
ME: I’m going to try write a persona for this audience by asking you questions I want YOU to write personas about YOUR ideal customer so you can take that away with you
Let’s get to know someone
Ask people for their names, job titles, education level Write this up on the white board
Ask some questions – on your last day in the office, what did you spend most of your time doing – what was the modal task
If you want to be credible, it makes sense to know what they already find credible
What’s your favourite blog? What’s your favourite magazine? Who’s your favourite marketing opinionator?
What’s your biggest marketing problem?
Microsoft Word wizard – ‘Write my report’, ‘Write my novel’.
What product or service would make your life better?
This is part of our TOV
I like the viewpoint ‘the authority on inbound content marketing for techies’.
I like the relationship we describe as a ‘trusted advisor’
Well, I would. I wrote it.
So we’re going to write one
These are common elements in a TOV
Jot these down – I want YOU to create a TOV using these headlines. We’re going to create one for a fictional content marketing agency – ‘The Moon Underwater’. The world’s best content marketing agency. Again, your mileage may vary
What is a persona?
representations of your
ideal customer based on
real data and some select
patterns, motivations and