When was the last time you were a reader? Not of Seth Godin or Ad Age—I’m talking Jane Austen or James Patterson.
I bet the last book that hooked you featured a powerful character driving relentlessly toward—or against—a goal: a high-school sweetheart walking slowly down the aisle to the arms of another man or a near-soundless detonator counting down the seconds toward nuclear holocaust.
Powerful characters drive relentlessly toward or against a goal.
Like you, I’ve read my share of binge-worthy and bargain-bin fiction. However, the most important lesson I’ve gleaned from one of the many creative writing workshops I’ve taken can be applied to our day-to-day worlds of healthcare marketing:
A character is someone who wants. – Stephen King
What many of us forget is that, as marketing professionals, we’re also creative writers. Imagining and bringing to life a persona requires a creative process much like writing a fictional character. Sure, there are templates, best practices and feedback from the field, but when you distill writing marketing personas to its core, one simple truth remains:
A persona is someone who wants.
I’m not suggesting you replace the tools you currently use to build personas; rather, start at this core truth as a bestselling writer would, simplifying the motivations of your main character. There’s a popular saying I keep in mind when writing characters:
The opposite of death is desire. – Tennessee Williams
I also try to keep this in mind when I write personas, knowing that to write a persona who doesn’t desire—or who doesn’t have the appropriate desire—is to kill the persona. And perhaps more dangerously, to then endanger future messaging, collateral, campaigns, etc.
To create a sense of the whole character, we used a simple exercise in my favorite creative writing workshop. I’ve modified it here to suit our purposes. The beauty is its simplicity, so you must keep it to one sentence.
PERSONA is an ADJECTIVE NOUN who wants THING.
Example: The Patient Experience Officer is a 45-year-old woman who wants to fundamentally change how patients interact with hospital staff at every encounter.
Piercing Personas with Tools from English 101
Arm yourself with fierce competitive advantage by going back to the halls of higher learning—without the tweed elbow patches. A 2013 Emory University study demonstrated that people who read literary fiction benefit from a cognitive boost over people who scan Twitter or only read newspapers. In short, fiction readers have greater empathy and understanding of humanity than other types of readers. This session will combine the principles of this study with modern tools for persona building that will enable attendees to apply Swiss watch craftsmanship in an Apple Watch world.