This is an example of how you could approach an email marketing campaign for a B2B service that is looking to grow a business with a very specific target audience in mind.

This User Persona was written as an assignment for the Strategic Copywriting certificate program at the University of Toronto. The information presented was created purely for the assignment, and intended as a demonstration only.

The (fictional) business in question is Maximum Tomahawk Extreme, makers of Maximum Tomahawk  Extreme Winning Performance MANoderant, a new product dedicated to making men smell as alpha  male as possible. 

The company adds a pair of subjective custom qualifying metrics: ‘Bro level’ and ‘Hound level’ to their audience personas. These numbers represent an implied understanding of how likely the persona is to  be attached to his friends group and their success, and how much effort he puts into being a pick up  artist respectively. These scores generally help differentiate between their two target demographics,  which are younger career oriented men entering the work force, and slightly older, generally more  established career men that have a more stable and established structure. 

Name: Chad Chadington

Bro level: 6 

Hound level: 8 

What’s Winning? 

• To be the guy that every guy wants to be, and the guy every woman wants to be with 

• Low key center of attention at all times 

• To be everyone’s ‘go to guy’ to solve their problems 

Hang Ups 

• Has limited time in the day, so absolutely hates to waste it on anything that isn’t super important 

• Is always moving and doesn’t like to commit to anything that isn’t already part of his routine 

Chad Chaddington’s Story 

A fresh face at Fortune 500 the company, Chad is in his early 20s and is quickly making a name for himself in the office. Young and hungry, he’s the ‘next big thing’. 

Chad lives by the motto of “work hard, play harder”, and this is exemplified by his entire presentation  to the world. He’s well dressed, clearly works out and loves to talk about it, and doesn’t mind being  showy. His success has brought him into a higher level of disposable income than he’s had previously,  so he’s more likely to make some impulse purchases. He’s recently bought a new low end luxury  watch, some bottles of high end wine, and is leasing a new BMW. 

He is out on the town with his friends every weekend, and hates to go home alone. He is actively  looking for new tools and techniques to make sure that he’s always #winning.