Brand Strategy
Target audience persona
Name the group and the category. Naise builds a persona with daily frustrations, real objections to buying, and the media they consume, so your copy has something to answer.
Watch the sessionThe brief Naise works from
From the marketing strategy document and brand profile in this project (or, if none are attached, treat the audience as: who you sell to) build a detailed buyer persona named 'persona name' for demographic group who are interested in category. Include: demographics, the frustrations of their ordinary week, their long-term goal, their specific objections to buying product or service, the media channels they actually consume, and the sentence that would make them close the tab. Mark every field as either given or inferred, and list the three assumptions most worth testing first.
Highlighted words are the blanks you fill in. Leave one empty and Naise uses a sensible default.
Six-Step Sam, first draft
Demographics, frustrations, four ranked objections and media habits, with inferred fields marked.
Inputs it asks for
persona name
For example: Six-Step Sam
demographic group
For example: working parents, 28 to 42
category
For example: skincare
product or service
For example: a refillable three-step routine
who you sell to
For example: people who have started and quit a routine before
Worth knowing
Naise pushes past demographics into frustrations, objections and the channels they actually use. Treat the result as a hypothesis to test, not as research.