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