Softscribe Inc. Wins 2013 Communicator Award for Buyer Persona Messaging

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Technology Public Relations Company Earns Award of Distinction for Second Consecutive Year, Honored from Among 6,000 Entries

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Julie Squires is CEO of Softscribe Inc.

Buyer persona-based messaging is the result of a disciplined process that lets us grab hold of the true voice of the customer. We hand-build the personas into persuasive messaging that breaks through the noise level, and triggers sales.

Softscribe Inc., an Atlanta-based technology public relations firm, announced that it earned a Communicator Award of Distinction for the second consecutive year. This year’s award is in the Integrated Campaign category. The International Academy of Visual Arts (IAVA) bestowed Communicator Awards on “work that made a lasting impact” with marketing and communications excellence. It selected winners from more than 6,000 worldwide entries.

IAVA recognized Softscribe Inc. for a body of marketing communications work created for Kaba Lodging, a division of a publicly traded security corporation. Kaba provides access control solutions to the lodging market. Softscribe Inc. leveraged Buyer Persona messaging for Kaba Lodging in an integrated public relations campaign consisting of print ads, trade show booth messaging, video and press materials. Click here for an overview.

“Marketing messaging is going micro and visual. You have 3 seconds, using 6-to-8 words, to capture your prospects’ attention. How do you choose the right words?” asks Julie Keyser-Squires, CEO of Softscribe Inc. “Buyer persona-based messaging is the result of a disciplined process that lets us grab hold of the true voice of the customer. We hand-build the personas into persuasive messaging that breaks through the noise level, and triggers sales.”

“Softscribe took a chance with Buyer Personas,” said Adele Revella, founder of the Buyer Persona Institute. “They invested in the workshops and the time to do the interviews without any guarantees that they would be rewarded for the effort. They are rock stars, a shining example of the reason I founded the Buyer Persona Institute.

Revella awarded Softscribe Inc. the respected Buyer Persona Institute Certified Practitioner badge, which is based on a rigorous proficiency evaluation.

Squires credits Adele Revella with training the entire Softscribe Inc. team in her proprietary Buyer Persona methodology. “Adele is a gifted mentor. Her Buyer Persona-creation process is thorough, streamlined and effective.” Squires said it took 2 to 3 months to schedule and complete the required buyer persona interviews. “We work with interviewees’ busy schedules. So far, we’ve completed Buyer Personas for two of our most innovative clients. The sales impact, and clarity of the messaging, is phenomenal.”

Softscribe helps clients shorten the sales cycle and find customers faster through strategic public relations and digital marketing campaigns. The company’s technology clients target the hospitality and travel, casino gaming, multifamily, government, and related markets.

About The Buyer Persona Institute
Buyer Persona Institute is a training, coaching and speaking consultancy helping B2B marketers understand and harness the power of what really matters to buyers. Founded in 2010 by Adele Revella, Buyer Persona Institute offers workshops, coaching, speaking and consulting services for Fortune 500 and mid-market companies around the world who seek the confidence to say,” This is what really matters to our buyers. So here’s the plan.” Revella is the author of the eBook The Buyer Persona Manifesto and co-author of For Compelling Content, Let Buyers Be Your Guide. More information at, on Twitter at @buyerpersona or on Facebook.

About Softscribe Inc.
Softscribe Inc. is a sales messaging corporation. We help technology companies targeting the hospitality and travel, government, multifamily, and related markets shorten the sales cycle and find customers faster. To do this, we leverage over 14 years of proven experience and innovation, domain expertise, and long-term relationships. Our effective, client-tailored public relations and digital marketing programs apply SEO and social media to achieve clients’ business goals. We are proud of our best-in-class clients and would like to help you, too. For more information please visit, on twitter @SoftscribeInc, and on Facebook and LinkedIn.

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Adele Revella, President

Julie Keyser-Squires, APR
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