B2b marketers spend a great deal of energy in developing buyer personas. A profitable time investment to ensure content engages with human beings rather than dry demographics.

But what about your seller persona?

Do we sometimes forget that we are in the business of building relationships – and not just the business of creating content?

The comedian who made me laugh but I can’t remember why

A couple of months ago I went to see Stewart Lee the comedian.

Very funny. Very clever. Or what we would now clinically label ‘great content’.

But can I remember a single line or sketch he performed? No.

Will I buy his DVD at some stage? Yes.

I’ve completely forgotten the content but do remember how the experience made me feel.

I’ve formed a relationship. A relationship that will ultimately generate revenue for Stuart Lee.

But was it Stewart Lee the person or Stewart Lee’s content?

It ain’t what you do it’s the way that you do it

As b2b brands rev up their content marketing programmes, the natural inclination is to focus on the usefulness of the content.

Dry, explanatory content serves a very important function. Prospects gain a picture of how you can help them.

But do they get the warm fuzzy feeling?

How long after digesting your ‘13 ways to rethink widget production’ will they have kept an emotional connection with your brand?

Nurturing your ‘Attractive Character’

Russell Brunson in his latest book talks about the importance of developing an ‘attractive character’.   He sees this as a fundamental platform before you get to grips with any clever digital marketing strategies.



This is not an academic exercise. It’s a proven model for making money through direct response marketing.

The who becomes just as important as what they say.

Time and energy is spent defining the characteristics of the individual who will be the ‘face’ of the 121 relationship. An individual with human frailties and a story to tell.

An individual that will build a relationship. Typically on the back end of your sales funnel in the email nurturing phase.

Making it happen

It’s easy enough to tell a story to an audience when you are a one man band who has gone through an interesting entrepreneurial journey. But for every James Dyson there are quite possibly many more people within your business who couldn’t be the face of your content strategy. Emotional connection just isn’t their thing.

But that shouldn’t prevent editorial guidelines being expanded to include some form of a seller persona profile.

Backstories and parables that can be woven into your content narrative – whoever is the face.

  • What was the unfathomable client challenge that become the founder’s raison d’etre for starting the business?
  • What was the ‘A-ha!’ moment when your business discovered new untapped value you could deliver for clients?

Even if you don’t have a back catalogue of interesting stories, it’s still a worthwhile process to define your character.

Why not try ‘roving reporter’ as your character identity?

Trying to help make sense of the world your prospects face, translating information into meaningful insights.

You may not win a Pulitzer. But you will certainly be in both the content and relationship business.