Persona-driven ad copy starts with values, not demographics. Stephen Sakach, Tullio Siragusa and Mike Liwski rebuild a persona and turn her story into ad copy.
Persona-driven ad copy writes itself once you know what your customer values. In this Marketing With Purpose Kit video, Stephen Sakach, Tullio Siragusa, and Mike Liwski take one flat persona, a 42-year-old VP of HR named Sophie, and rebuild her around what she cares about.
Watch to see:
• How Sophie goes from a job title to a bridge builder who cares about equity and human-centered leadership
• Why a 38-year-old VP of Marketing in Denver tells you almost nothing about what inspires a buyer
• The empathy map questions Mike uses: emotional needs, values, and mission
• Why what customers resist, like complexity or impersonal service, belongs in the persona
• How Sophie's frustration with complexity becomes a ready-made ad headline
• Tullio's link between this approach and repeating a client's words back in solution selling
As Mike puts it, this isn't rocket science. When the persona carries a real story, the questions in your ads start to pop, and the reader feels understood.
Listen to the full episode: https://www.theblisspodcast.com/marketing-with-purpose-kit-purpose-led-customer-personas/
More Marketing With Purpose Kit episodes: https://www.theblisspodcast.com/categories/marketing-with-purpose-kit-series/
Stephen Sakach: https://www.theblisspodcast.com/guests/stephen-sakach/
Tullio Siragusa: https://www.theblisspodcast.com/guests/tullio-siragusa/
🎙️ Hosted by Stephen Sakach, Mike Liwski, and Tullio Siragusa
🎧 Produced by Tullio Siragusa