m profs personas and tov workshop v3
TRANSCRIPT
Persona: Matthew
* Not actual size
About you
Why is this important?
Reader first, customer first
Talk to them about their needs and problemsin their language
(Not your needs and problemsin your language)
What brands have a distinctive ‘voice’?
Brands we like
Personas
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)
Sample persona
http://academy.hubspot.com/examples/customer-examples/?Tag=Buyer+Persona
Sample persona
http://academy.hubspot.com/examples/customer-examples/?Tag=Buyer+Persona
Articulate Persona
Turbine persona
What are they for?
• Identification• Targeting• Consistency• Finding hooks• Briefing
Personas are NOT
• A product spec in human form• Actual real people
• Market research• Everyone
• Generic
Research tips
• Who knows customers the best?• Composite of real people• Ask actual customers
Let’s make a persona!
Overview
• Biography• Day in the life• Reading• Challenges• Needs
Biography
• Name• Job title• Employer• Education• Family• Career• Hobbies
Day in the life
• Where do they work?• What do they do there?• How do they spend their time?• What do they like?• Dislike?
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?
Challenges
• Pain points• Business challenges• Threats• Development needs• Barriers to progress
Needs
• Career opportunities• Business opportunities• Product or service wish list• What would they do if they had three
wishes
Your examples
Tone of voice
What is a tone of voice (TOV)?• Branding• Story-telling• Differentiation• Personality• Proof of ‘why’• Emotional
connection
What are they for?
• Insight• Change• Permission• Consistency• Briefing• Inspiration
Do your research
Talk to your tribe
Be consistent or look clueless
Don’t do quirky for the sake of it
http://www.nhsidentity.nhs.uk/all-guidelines/guidelines/primary-care-trusts-new-guidance/tone-of-voice
http://brand.britishcouncil.org/tone-of-voice
Let’s write a TOV!
Overview
• Audience• Voice• Language• Viewpoint• Relationship
Audience
• Who are you writing for?• Personas?• Reading age• Education
Voice
• For example:• Ironic• Cheeky• Serious• Earnest• Jokey• Formal• Conversational
• Who speaks like this?• What other companies use this voice?
Language
• Mandatory words?• Forbidden words?• Readability requirements?• Style guide?• British English? American English?• For translation?
Viewpoint
• What is your attitude?• What do you know?• Why should people listen?• Who has this attitude?• Platform• Permission• Authority
Relationship
• Actual?• Desired?• Who has this relationship?
Your examples
What next?
Matthew [email protected]@wearearticulate