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.

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OK I am going to be tackling this as surveillance/open source intel gathering exercise, because that is my background. I blew away 3 years of my life doing site acquisition/reconnaissance for a certain industry that shall remain unnamed and believe there is significant carryover.


This is NOT going to be zillow "here is how to google school districts and find walmart" we are not concerned with this malarkey, we are homeschooling and planting victory gardens and having gigantic happy families.

With that said, for my frog and frog-adjacent bros and sisters:

CHOICE SITES:

Zillow is obvious one, but there are many good sites like Billy Land, Classic Country Land, Landwatch, etc. and many of these specialize in owner financing (more on that later.) Do NOT treat these as authoritative sources - trust plat maps and parcel viewers.

TARGET IDENTIFICATION AND EVALUATION:

Okay, everyone knows how to google "raw land in x state" but there are other resources out there, including state Departments of Natural Resources, foreclosure auctions, etc. Finding the land you like is the easy part. Let's do a case study.

I'm going to target using an "off-grid but not" algorithm. This is a good piece in my book - middle of nowhere but still trekkable to civilization.

Note: visible power, power/fiber pedestal, utility corridor, nearby commercial enterprise(s), and utility pole shadows visible.

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The first ever world map was sketched thousands of years ago by Indian saint
“Ramanujacharya” who simply translated the following verse from Mahabharat and gave the world its real face

In Mahabharat,it is described how 'Maharishi Ved Vyasa' gave away his divine vision to Sanjay


Dhritarashtra's charioteer so that he could describe him the events of the upcoming war.

But, even before questions of war could begin, Dhritarashtra asked him to describe how the world looks like from space.

This is how he described the face of the world:

सुदर्शनं प्रवक्ष्यामि द्वीपं तु कुरुनन्दन। परिमण्डलो महाराज द्वीपोऽसौ चक्रसंस्थितः॥
यथा हि पुरुषः पश्येदादर्शे मुखमात्मनः। एवं सुदर्शनद्वीपो दृश्यते चन्द्रमण्डले॥ द्विरंशे पिप्पलस्तत्र द्विरंशे च शशो महान्।

—वेद व्यास, भीष्म पर्व, महाभारत


Meaning:-

हे कुरुनन्दन ! सुदर्शन नामक यह द्वीप चक्र की भाँति गोलाकार स्थित है, जैसे पुरुष दर्पण में अपना मुख देखता है, उसी प्रकार यह द्वीप चन्द्रमण्डल में दिखायी देता है। इसके दो अंशो मे पीपल और दो अंशो मे विशाल शश (खरगोश) दिखायी देता है।


Meaning: "Just like a man sees his face in the mirror, so does the Earth appears in the Universe. In the first part you see leaves of the Peepal Tree, and in the next part you see a Rabbit."

Based on this shloka, Saint Ramanujacharya sketched out the map, but the world laughed