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Brand script

A character

What do they want?

I want to put out content that resonates with our audience and generates a lot of attention and engagement with our brand, because that’s what success looks like in my role (my KPI is engagement across all our social channels) and executing breakout social media campaigns is what helps me advance my career

Has a Problem

Villain

The social media are time-consuming, complicated and messy

I get frustrated by social platforms... it's getting harder and harder to generate engagement and build a social community without relying on advertising

External

I want to manage social media better

I want to increase sales

Internal

I want to have more tidy work-day

I want to get ahead in my career

And meets a guide

Empathy

Planning and publishing

We understand the workflow you go through to create content, and we’re here to automate the busy/admin work so you can focus more of your attention on coming up with and executive creative campaigns

Analyzing

We understand that you want to see how well your campaigns have performed, compare their performance to other campaigns, and easily share those results with key stakeholders across your company

Engaging

We understand that you need help sorting through alllll the comments you’re getting on Instagram. We’re here to surface the most important comments and help you engage with more customers and fans. We’ll help you avoid brand fires and create positive interactions.

Authority

metrics (increased sales by using Buffer, time saved…)

logos

testimonials

case-studies

awards

FB/IG parter status

Who gives them a plan

Process

We could explain the change the customer will notice after using our products (Brand Building Loop) after only 3 steps. (e.g. publish the content > analyze > engage with customers > enjoy your success). We also mention the frequency of using products to show how tidy the work-day will be.

Agreement

No credit card required

Cancel anytime

Not a good fit, no worries! We make it easy to cancel your subscription so you’re never locked in

Try out all Buffer features for free

And calls them to action

Direct

Get started for free

Get started

See plans and pricing

Transitional

Learn more about Buffer

See how it works

Why Buffer?

Link to resources like blog, podcast etc.

That helps them avoid a failure

Super messy workflow (no time for creating campaigns, replying to customers and analyzing perfromance), bad performing social media, no sales, unhappy stakeholders

The competitors perform very well and are noticeable on social media while I’m lost in creating content, all the metrics, and customers’ comments and messages

I don’t have time for creating executive campaigns

Customers are not hearing from me and I get bad reviews across social media

My teammates and stakeholders are not informed about key results of previous campaigns

I’m overwhelmed with too many comments on social media I cannot reply to

That ends in a success

My work day is well-planed. I know what to pay attention to and how to prioritize my work. I have time for everything that is needed to be successful in my role.

Why → Because of the Brand Building Loop

My customers find my content interesting. Our content resonates with our audience and generates a lot of attention and engagement with our brand.

Why? → I schedule cohesive and visually attractive content in the right time.

My customers like my brand and trust me. I have great reviews.

Why? → I reply to comments and messages from my customers in a timely manner.

My teammates find the work easy and fun.

Why? → We can easily collaborate on the content we create and replies we send

The team remains informed about key results of the campaigns without my extra work

Why? → We can easily analyze and compare previous campaigns and share the insights in reports

We focus more of your attention on coming up with and executive creative campaigns

Why? → I can automate the admin work

Character transformation

From busy and overwhelmed social media manager to high performing, happy social media manager

	Before your brand	After your brand
What do they have?	Not performing social media. Bad engagement rate. My work doesn’t bring any sales from social media.	Social media brings a lot of engagement. Thanks to my work, we increased our sales.
What are they feeling?	I’m overwhelmed working on creating campaigns, communicating results with stakeholders and replying to all the comments at once.	I enjoy the freedom my job affords me. I feel successful in my role.
What’s an average day like?	I spend most of my day replying on social media comments, I don’t have time for creating campaigns and communicating with stakeholders on the social media performance.	My day is well-planed. I know what to pay attention to and how to prioritize my work. I have time for everything that is needed to be successful.
What is their status?	I’m a busy overworked social media specialist.	I’m well-performing social media manager.

Brand script
A character
Has a Problem
And meets a guide
Who gives them a plan
And calls them to action
That helps them avoid a failure
That ends in a success
Character transformation

Emoji