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Zoh Probiotics Brand 360
Zoh Probiotics - Brand 360
Learning about your brand
Learning about your products
Learning about your customers
Learning about your Competition
Learning about your proof-points
Word Library, Brand Voice, Tone & Keywords
[INCOMPLETE] Learning about the voice of the customer
COPYWRITER BRIEFING INPUTS
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COPYWRITER BRIEFING INPUTS

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AUDIENCE & TARGET CUSTOMERS

Audience Profiling
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Possible personas or segments in your audience What are their values, desires, goals, interests, and lifestyle choices. If they are introverted/extroverted/adventurous/party lovers/indoor people. Ex: Customized cars can be used by a family man, a guitarist, a national geographic journalist
Define your customer persona (what does his/her day look like)
willing to give a premium fo their health
invested in their health
Would buy organic> non-organic regardless of expense
disposable income
well-travelled
chefs
food connoisseurs, gourmet-lovers, understand food palettes
Aware of world cuisine, asian cousin
high-paying job, established, well-educated
Love a work-life balance
Don’t want to take supplements, wanna manage health naturally, in-balance w their lifestyle
involved in fitness/sports
gastrointestinal patients, IBS, Diabetics- Kefir

Demographics
25- 50, both genders

Psychographics attributes & interests

Negative personas
Anyone very price-centric
Anyone whose decisions are made based on price- will not buy
someone who is on Zero-sugar diet
Keto people or no-carb diet
crazy about ayurveda- anti-fermented foods
Purchase Triggers/ Seasons/ Stages of Life
Summer, autumn, spring- best season for fermentation
winters- low point
Party- use Kombucha as a mixer
Tying to meet protein requirement
Looking for vegan protein options
Gut issues- big trigger inc. doctor recc.
High anti-biotic use → gut health issue → needing probiotics

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List Top 3-5 online or offline events/expos/trade shows/conferences that your target audience maybe interested in (share links)
Vegan First - Online, farmer’s markets, organic markets, hospitality events- ex: IHM, Anna Poorna, Horeca- big audience
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List online forums (eg. reddit/quora) or facebook groups where your target audience is active (share links)
Fermentation groups on FB, Kombucha Brewing groups, gut health, *look this up for more info*
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List Youtube channels that your target audience follows? (share links)
look this up
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List blogs that your target audience reads? (share links)
*look this up*
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What special lingo does your target market speak. Mention any special keywords, idioms or phrases or speak or matters in your industry.

Any technical terms/ keywords consumers might relate to or use when speaking about your industry/product/services
You are what you eat, all health begins with the gut, food is thy medicine, Kojify, Tempeh- Tempted, *check icons on website*
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