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Pen portraits: real examples

Pen portraits: real examples

Do you have a pen portrait for your business? That’s a written summary of your ideal customer. I believe that creating one can help you stay on the right track when it comes to producing content for your business.

This post contains some real examples of pen portraits, shared by members of my Espresso ☕ community. Perhaps they’ll inspire you to create your own?

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Pen portraits: Tony

Pen portraits: Tony

You might have heard of pen portraits (or customer avatars or buyer personas), but have you ever seen one? Take a look at my own pen portrait below.

What are pen portraits?

Pen portraits are written summaries of your ideal customer. They’re the bullseye on the dartboard – the person you most want to reach with your marketing.

To find out more, see Pen portraits – understanding your ideal audience.

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Pen portraits: understanding your ideal audience

📚 This post is part of my business blogging guide.


Have you ever read a piece of writing that feels as though it were created just for you?

The author of that text will have thought about the audience – what they would need to know and how they should be made to feel about it. This is the essence of good, persuasive writing.

This post shows you how to build a picture of your ideal reader, so you write content suited to him or her. And that in turn will help turn those readers into customers and loyal fans.

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How to write good headlines

How to write good headlines

Simple tips to improve your headlines and help your content be found

The biggest response I ever got to a headline was more than a decade ago when I came up with:

Martin didn’t want me to show you this …

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Business blogging guide 2020

Business blogging: the definitive guide

Get results in 2020 with business blogging and ZERO ads

Want to drive interest in your product or service without paying for ads?

Follow my free step-by-step guide to business blogging and watch your website attract more relevant business-to-business (B2B) customers.

  1. The 30-month mindset
  2. Pen portraits: your ideal audience
  3. 5-minute branding
  4. How much time does blogging take?
  5. What should you write about?
  6. The messy first draft
  7. How many words should a blog post be?
  8. How to make your writing better
  9. Blog post images and sizing
  10. Create videos for your blog
  11. Add captions (subtitles) to your videos
  12. How to edit and proofreading your own writing
  13. Get your blog post on Google in <24 hours
  14. Share your content on social media
  15. Republish your blogs on LinkedIn and Medium

Start the guide

Did you know?

  • Average time to write a blog post: 3 hours 57 minutes
  • Average word count of a blog post: 1236 words

Source: Orbit Media Studios survey of 1000+ bloggers

If you’re new to the idea of blogging, let’s get some basics out of the way.

Start the guide

What is a blog?

A blog (from the term ‘web log’) is the part of a website that’s used to publish articles on any given topic.

Individual articles are usually called blog posts.

Blog posts are visually similar to normal web pages and are made up of text, images, video and other features.

Unlike normal web pages, blog posts usually include:

  • a named author
  • a date of publication
  • a section for comments from readers

Blog posts can also contain other items that tend to be found only in this type of content, e.g. social sharing buttons, category labels, links to other recent posts.

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How do I create a blog?

There are completely free blogging services available such as Blogger, but if you’re blogging to support your business then it’s far better to run a blog as part of your main website.

If your website uses WordPress or any other such Content Management System (CMS), you’ll be able to start creating blog content straight away.

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What if I don’t have a website at all?

If you run a business but don’t have a website, think about what potential customers might do if they can’t look you up online.

Often, the answer will be that they look somewhere else. You don’t want that to happen to you.

Learn more: Want to blog? You need a website

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What are the benefits of business blogging?

Business blogging can:

  • improve your chances of being found on Google
  • increase the web traffic to your site
  • build more trust with readers
  • generate more leads and sales
  • reduce your ad spend to ZERO

Did you know?

75% of B2B executives surveyed by Demand Gen agreed that “relevant content that speaks directly to our company” was a crucial aspect of a vendor’s website.

Source: Demand Gen B2B Buyer’s Survey 2017

Look at my own stats for evidence of how creating good content on a regular basis has increased my web traffic:

Year Blog posts Page views
2012 0 1171
2013 0 1194
2014 15 4422
2015 10 5822
2016 37 21,838
2017 49 53,580
2018 35 109,696
Web traffic changes as a result of consistent business blogging

Page view stats 2012–2018
Click to enlarge

The methods in my business blogging guide helped me become Google UK’s number 1 ranked provider of technical writing services.

I’ve now written 100+ articles for my own site and many more pieces of content for B2B clients.

All of that experience has gone into this business blogging guide. And it’s free!

Did you know?

  • 71% of B2B buyers consumed blog content during the purchase process.
  • 74% of B2B buyers shared blog posts with their colleagues.
  • 78% of B2B buyers consumed 3 or more pieces of content before engaging with a salesperson.

Source: 2018 Content Preferences Survey Report

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Start the guide


Andrew and Pete

Andrew and Pete
The fun marketing duo
AndrewAndPete.com

We always use John's blog as a perfect case study of how to blog to get results.

His blogging strategy has firmly built up his reputation and ranking to be number one in his field.

You'd be wise to follow his advice on how you can do the same.

Janine Capaldi

Janine Capaldi
LinkedIn Lead Generation Coach
JanineCapaldi.com

What makes John's blog stand out is that it is purely built on tried and tested fact. It's not just someone's vague opinion but evidence based practical 'how to's to help you build your business online.

I've implemented a tonne already but I can't keep up, the man just keeps dishing out the good stuff!

How to increase web traffic in 2019

Top tips to get more eyeballs on your business website

More website traffic often means more interest in your products and services. If you want to boost your business, increasing your website traffic should be one of your goals for 2019. But how?

This post lists 7 reasons for this growth. See how they can help you improve your web presence.

Web traffic changes as a result of consistent business blogging

Page view stats 2012–2018
Click to enlarge

Year Blog posts Page views
2012 0 1171
2013 0 1194
2014 15 4422
2015 10 5822
2016 37 21,838
2017 49 53,580
2018 35 109,696

Read more