Creating buyer personas

Creating buyer personas gives you a valuable tool to use when writing copy for your business. It helps you keep your writing focused on your target audience, their challenges and how you can help them.

Creating buyer personas for businesses

Any business will benefit from profiling their target customers to understand their common needs, challenges and motivations. Creating buyer personas is a process you can go through to achieve this. 

In a planning meeting we will discuss your typical customer or customers with you, asking pertinent questions to gain deep understanding. We’ll discover what is most likely to drive their behaviour, what difficulties or desires they experience which you can solve or fulfil, and what they need to see from you to consider you a credible vendor.

Then we’ll write up the buyer personas in handy one-page documents. These will present all the relevant information to you in an easy-to-understand format. You may only require one. Or there may be two or more marketing personas which are required.

Using buyer personas in content marketing and beyond

Armed with these buyer personas it is far easier to write persuasive marketing copy. This is because we know precisely what needs to be said, and how to link your service to the everyday reality of your customers or clients.

It gets even better though. The customer personas we create are not just useful to us as writers. You can keep them as internal documents within your business, use them to brief other creatives; train up new staff on how to interact with clients; and in your business planning activities.

Armed with these buyer personas it is far easier to write persuasive marketing copy.

Creating buyer personas is part of a suite of planning services we often recommend to clients when we start working with them. The other documents in this suite are content calendars which set out a road map of the work we will be doing. And tone of voice guidelines which describe the consistent way in which your company will project itself in its copy.

I am happy to inform you that I have already concluded some business with a new client who replied to the sales letter.

Lee Ambrose

Owner/ Principal, Clarity Copiers Bristol Central

That looks great – friendly and easy to understand, another fabulous job! I’m amazed how you manage to pull everything together and then produce something which is really easy to read. 

Tracy Dixon

Partner and Designer, Juice Creative

On Point had completely grasped the needs of the business. It was like I had written it myself (BUT BETTER!!).

Glyn Rushent

Proprietor, GR Autos

Huw is a thoroughly professional and likeable individual and I recommend him unreservedly.

Felix Spender

Founder, Northlight Solutions

It has been a pleasure working with you on this project and I am grateful for the speed and the excellent work produced.

Jane Whitehouse

Managing Director, isGroup

As someone who thought that writing was easy I now realise that if you want good marketing material you should get in a professional, and On Point Copywriting are consummate professionals.

Peter Ellis

Managing Director, Accommodation Unlimited

I’d recommend On Point Copywriting to companies running or involved in events, who want to generate engaging content which tells their story and showcases their products or services.

Katy Evans

Associate Director, RTH plc

You have nailed our content calendar. I’m very impressed, and more than happy to proceed with your suggested schedule.

Toby Hoare

Clearwater IT

Thank you so much for your speedy, efficient and quality work on the scripts for the NHS video. 

Nathan Lomax-Cooke

Company Director, Zanshin Films

Our buyer persona and tone of voice guidelines reassured me that On Point would get our personality and the messaging spot on. And that is exactly what they achieved with the copy for our new website.

Brian Chaplin

JPS Online

Let us help you achieve more with good copy.

Whether you need expert help with planning, writing, editing, proof-reading or training, get in touch today.