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I met this guy Chandler at an international video game conference for developers in Toronto.
He works in marketing at a publishing company. The company works mostly with indie developers and offers a host of services including funding, PR, press release writing, social media marketing and advertising.
Chandler is a nice guy, and you can tell he’s in love with his job. You should’ve seen the way he talked about upcoming releases.
You can see the fire in his eyes every time someone compliments him or his company on their work helping indie developers bring their projects to the market.
You can see that he’s in it because he loves video games and loves helping indie developers express themselves. He’s passionate about helping them try new inventive game mechanics and teaching them how to share their creative visions with the world.
Chandler is one of those people who makes you fall in love with him from the moment you meet him.
There’s something about the way he talks and effortlessly comes up with jokes that bring much needed comic relief when he tackles tough subjects.
Chandler knows how to have fun and never allows himself to burn out. At the end of the day his friends and family are way more important than work.
He’s very goal-oriented. As the head of the marketing department he knows how to set goals and attain meaningful results.
He’s not afraid to roll up his sleeves and get down to work and he expects that same approach from his employees. He encourages initiatives and motivates people to be bold, to take the lead and to share their ideas.
Of course by now you’ve probably realized that Chandler doesn’t exist. He is a product of my vivid imagination.
There was no conference either.
But if you think this whole Ode to Chandler was pointless I must disagree.
You see, what I did there was a pretty classic example of writing a Buyer’s Persona.
As a translator specializing in video game localization, I’d love to work with Chandler because I know that he’s in charge of localization too.
And now that I’ve created Chandler I can tailor my website copy to someone like him.
I know his values, I know his personality traits and I know how he treats other people.
All of that is helpful and instrumental in creating copy and warm email pitches that would make Chandler want to work with me.
Of course, no person I ever work with will match Chandler 100%. Some of my clients might even be the exact opposite of Chandler.
But at least by creating Chandler I can get more clarity about the kind of client I want to work with.
He is my perfect blueprint, something I can work with. Something I can refer too when I’m looking for clients or making a decision about working on a new lead.
In my imagination he’s absolutely real, he even has a real face! Incidentally he looks exactly like Chandler Bing from Friends, but that’s not the point.
The point is: a simple writing exercise will give you a better understanding of your business and what kind of people you want to work with.
Give it a try and you’ll be surprised how much more clarity Chandler, Monica, Ross or Rachel can bring to your marketing efforts.
This is something I wrote for my mailing list, Dmitry’s Rebel Club. If you found it valuable, if it resonates with you, you can sign up below to get articles like this one every Sunday right into your inbox (plus you’ll get access to all of my previous articles).
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