WHAT RESONATES
Ambitious Marketer
Age: 32 Gender: Female Education:
Bachelor's degree in Marketing
Employment: Head of Marketing at a small
e-commerce startup Income: £35,000 per
year Location: London, UK
Overview: Sarah Johnson is a 32-year-old
female who works as the Head of Marketing for a
small e-commerce startup in London, UK. She
has a tight budget and cannot afford an in-house
designer, but still needs to create social media
posts and other small design items quickly and
efficiently. Sarah is interested in Example.com's
new AI design tool subscription as it offers
affordable, AI-assisted graphic design that can
save her time and effort. Sarah's goals include
growing her company's online presence and
increasing sales.
PAIN POINTS
● Tight budget and cannot afford an
in-house designer
● Deadlines to meet and needs to create
designs quickly.
● Large costs require approval
This is a strategic document and not for online publication. It has been developed in an AI-assisted environment.
Sarah would love to try out Example.com's new
AI design tool for free for 7 days. She can use the
tool to create social media posts and other
design items in seconds for her company's brand
without the need for an in-house designer. The
subscription cost of £20/month fits her budget
and saves her time and effort.
HABITS
Sarah is likely to be highly driven and
goal-oriented. She may place a high value on
innovation, creativity, and finding new ways to
stand out in a competitive market. She may also
be a strong believer in the power of data and
analytics to guide marketing decisions. She’s
willing to try anything if it’ll help. She values
efficiency and productivity. She is someone who
seeks out inspiration and new ideas, perhaps by
regularly reading marketing blogs or attending
industry events.
OBJECTIONS
Sarah may have objections to buying the product
if it's too expensive or if the tool is too
complicated to use. She may also have concerns
about the quality of the designs generated by the
AI tool and how they can be approved for use in
a commercial setting. Lastly, she will not want to
give her credit card information for the trial.
TONE OF VOICE
Example.com wants to sound simple, cool, and
smart in its communication with Sarah,
highlighting the tool's ease of use, affordability,
and ability to save her time and effort. To do this
we will:
● Use short, clear sentences
● Assume her expertise
● Focus on the benefits to her
● Use conversational tone
● Use correct grammar
● Aim our comms at a Millennial audience