The Copywriter’s Guide to Buyer Persona

•••THREAD•••

1. Define a Background

For this thread we will be selling Mass Gainer protein shakes to college men that want to gain weight.

Go deep and make a full profile up of one of these people.

You want to include:
> age
> job
> what they do in free time
> what they’re feeling
Example:

Brad is a junior in college (21 years old). He does work during the week and parties on the weekends.

He started going to the gym with his friends but isn’t really seeing results. He’s starting to get frustrated and wants to find a cure to his problems.
2. Define Their Goals and Challenges

When you define these things, you can use them in your copy.

Painting your ideal customer’s pain points throughout your copy is important.

You need to show them that they have a problem, and you can solve.
Example:

Brad is fairly skinny and wants to gain weight fast.

He’s tried eating more but can’t eat enough, or maybe he eats the wrong things.

Whatever it might be, it’s not working and he’s getting frustrated.
3. Quotes and Objections

Quotes you can find in the review section of most products. People talk about how they couldn’t do XYZ but can now because of this product.

Objections are what your audience can use as an excuse. There are a lot of basic objections that you can address.
Example:

“I used to not be able to gain weight until I bought {mass gainer}”
“I wasn’t getting enough calories or protein in my diet so I bought {mass gainer}”
Basic Objection List

> I don’t have time
> it’s too expensive
> does it work?
> is there a money back guarantee?
> what’s different from competitors?
> I don’t trust it
> doesn’t seem that important to me
> is it healthy?
> how much should I take?

Brad has all of these and more
4. The Application

Now you need to apply these ideas throughout your copy.

> Write a headline directed at Brad
Ex: “How College Men Are Gaining Weight Fast!”

> Handle objections throughout copy and again in FAQ section
Ex: “To gain weight you only need one protein shake a day!
> Paint their challenges throughout

Ex: “Chances are you’re trying to eat anything and everything right now and not gaining weight. You’re tired of being skinny and want to change that now.”

> Put in quotes from before and after people tried out the product
Most copywriters don’t take the time to do their research.

The content they produce shows just that.

Find their problems and present the solution.

Kill your next sale.

More from Logan | Landing Pages 📚

3.2 billion people use Chrome as their browser…

But no one knows all the best extensions Chrome has to offer.

Here are 13 extensions that you shouldn't live without…

1) ScribeHow

Scribe allows me to record a video going over something and automatically puts it into a step-by-step guide.

Saves me time when:
- teaching clients
- onboarding
- making SOPs

https://t.co/8e8ryT4boP


2) Similar Sites

• find sites that are similar to the one you’re on now
• allows you find better resources
• great for shopping, content, travel, or business and research

https://t.co/IjRvTvhVHX


3) Power Thesaurus

• replace powerless language
• find synonyms to words in your copy or writing
• great at finding attention grabbing words for your headline

https://t.co/VAwodh791D


4) GoFullPage

• screenshot full web pages
• PNG, JPEG, or various PDF options to download
• fast and easy to use

https://t.co/IuxMpZqZse

More from Education

Last month I presented seven sentences in seven different languages, all written in a form of the Chinese-character script. The challenge was to identify the languages and, if possible, provide a


Here again are those seven sentences:

1) 他的剑从船上掉到河里去
2) 於世𡗉番𧡊哭唭𢆥尼歲㐌外四𨑮
3) 入良沙寢矣見昆腳烏伊四是良羅
4) 佢而家喺邊喥呀
5) 夜久毛多都伊豆毛夜幣賀岐都麻碁微爾夜幣賀岐都久流曾能夜幣賀岐袁
6) 其劍自舟中墜於水
7) 今天愛晚特語兔吃二魚佛午飯

Six of those seven sentences are historically attested. One is not: I invented #7. I’m going to dive into an exploration of that seventh sentence in today’s thread.

Sentence #7 is an English-language sentence written sinographically — that is, using graphs that originate in the Chinese script. I didn’t do this for fun (even though it is fun), or as a proposal for a new way to write


I did it as a thought experiment. Why? Because thinking about how the modern Chinese script might be adapted to write modern English can give us valuable insights into historical instances of script borrowing, like those that took place centuries ago in Japan, Korea, and Vietnam.
I held back from commenting overnight to chew it over, but I am still saddened by comments during a presentation I attended yesterday by Prof @trishgreenhalgh & @CIHR_IMHA.

The topic was “LongCovid, Myalgic Encephalomyelitis & More”.
I quote from memory.
1/n
#MECFS #LongCovid


The bulk of Prof @Trishgreenhalgh’s presentation was on the importance of recognising LongCovid patient’s symptoms, and pathways for patients which recognised their condition as real. So far so good.

She was asked about “Post Exertional Malaise”... 2/n

PEM has been reported by many patients, and is the hallmark symptom of ME/CFS, leading many to query whether LongCovid and ME/CFS are similar or have overlapping mechanisms.

@Trishgreenhalgh acknowledged the new @NiceComms advice for LongCovid was planned to complement... 3/n

the ME/CFS guidelines, acknowledging some similarities.

Then it all went wrong.
@TrishGreenhalgh noted the changes to the @NiceComms guidance for ME/CFS, removing support for Graded Exercise Therapy / Cognitive Behavioural Therapy. She noted there is a big debate about this. 4/n

That is correct: The BMJ published Prof Lynne Turner Stokes’ column criticising the change (Prof Turner-Stokes is a key proponent of GET/CBT, and I suspect is known to Prof @TrishGreenhalgh).

https://t.co/0enH8TFPoe

However Prof Greenhalgh then went off-piste.

5/n
Working on a newsletter edition about deliberate practice.

Deliberate practice is crucial if you want to reach expert level in any skill, but what is it, and how can it help you learn more precisely?

A thread based on @augustbradley's conversation with the late Anders Ericsson.

You can find my complete notes from the conversation in my public Roam graph:
https://t.co/Z5bXHsg3oc

The entire conversation is on

The 10,000-hour 'rule' was based on Ericsson's research, but simple practice is not enough for mastery.

We need teachers and coaches to give us feedback on how we're doing to adjust our actions effectively. Technology can help us by providing short feedback loops.

There's purposeful and deliberate practice.

In purposeful practice, you gain breakthroughs by trying out different techniques you find on your own.

In deliberate practice, an expert tells you what to improve on and how to do it, and then you do that (while getting feedback).

It's possible to come to powerful techniques through purposeful practice, but it's always a gamble.

Deliberate practice is possible with a map of the domain and a recommended way to move through it. This makes success more likely.
Trending news of The Rock's daughter Simone Johnson's announcing her new Stage Name is breaking our Versus tool because "Wrestling Name" isn't in our database!

Here's the most useful #Factualist comparison pages #Thread 🧵


What is the difference between “pseudonym” and “stage name?”

Pseudonym means “a fictitious name (more literally, a false name), as those used by writers and movie stars,” while stage name is “the pseudonym of an entertainer.”

https://t.co/hT5XPkTepy #english #wiki #wikidiff

People also found this comparison helpful:

Alias #versus Stage Name: What’s the difference?

Alias means “another name; an assumed name,” while stage name means “the pseudonym of an entertainer.”

https://t.co/Kf7uVKekMd #Etymology #words

Another common #question:

What is the difference between “alias” and “pseudonym?”

As nouns alias means “another name; an assumed name,” while pseudonym means “a fictitious name (more literally, a false name), as those used by writers and movie

Here is a very basic #comparison: "Name versus Stage Name"

As #nouns, the difference is that name means “any nounal word or phrase which indicates a particular person, place, class, or thing,” but stage name means “the pseudonym of an

You May Also Like