The ask: Create a fictitious online publication including a targeted persona, their demographic information, personal bio, and competitor analysis.

Sayless is the name of the publication and the inspiration for the name is two-fold. Say less is a phrase most people my age use to insinuate that enough has been said and that they are in agreement with the situation. Saturday Night Live created a skit with Elon Musk that made fun of Gen Z’s slang. “Say less” was one of the phrases mentioned in the skit. https://youtu.be/JF2Mf6HxIi0?si=VYHgjDRs5bHYbXSH&t=76

Example: Adam: "Hey Ben, I just bought us tickets to the New Orleans Pelicans versus Atlanta Hawks game this weekend."Ben: "Say less."

The other reason behind the name Sayless is that the publication is designed to present the reader with just enough information to understand what the event entails but leaves them wanting more. Instead of multiple paragraphs explaining the festival, tourist attraction, or hobby, a very brief description is given and is accompanied by several testimonials. Saying less is actually saying more.

Demographic Information:

Inquisitive Issac

Hometown: Salt Lake City, Utah

Profession: Bartender/Waiter/Musician/Entry Sales Position (forced by parents)

Income: 20-50k

Family Life: Single, Independent, fresh out of college, didn't go, or saving for it

Hobbies: skiing, snowboarding, surfing, camping, hiking, music festivals 

Technology experience: Tech savvy

Personal Bio: 

Inquisitive Issac appreciates nature and loves the outdoors. The weather does not prevent him from going outside, rather he embraces it. Inquisitive Issac sees a river and thinks of canoeing or white water rafting. The streets are iced over and the temperature is below freezing and he thinks about skiing or snowboarding. Wrapping up in a warm blanket and binge watching Netflix does not cross his mind. Inqu  by isitive Issac cherishes relationships and is highly sensitive to the fact that life is precious and you only live once. He feels at peace surrounding himself with people that have the same carefree view on life. Sayless gives Inquisitive Issac every opportunity to explore the unknown and try new things. It also shows him that there are people who still find joy and happiness in authentic interactions and experiences rather than constantly worrying about how they compare to their peers. He never feels rushed to find a job that offers him endless security or makes him feel successful because his passion is simply living life to the fullest. He reads Sayless to find new festivals to attend, attractions to see, or hobbies to take up. While the size of the event and hype around it excites him, he truly cherishes meeting people with the same appreciation for life. He enjoys reading blogs and reviews about different cities to visit and different hobbies to consider. He values the opinions of those who share their first hand experiences. Inquisitive Issac would say something like, "The latest edition of Sayless is out and mentions  an upcoming Reggae concert in my city. I've never listened to Reggae before, but maybe I'll really enjoy it and can begin working on a vinyl collection.  Sign me up!"

Competitor Analysis: Gale.com and The Red Bulletin (Red Bull)

Gale.com is a database that provides people with the history, instructions, and resources to learn about almost anything. Whether the topic is photography, cooking, or sports it is all presented to the reader in an informative style. The information reads like directions from a cookbook rather than describing a once in a lifetime experience like Sayless.

The Red Bulletin is similar to Sayless as it is more geared to appeal to millennials and Generation Z, but the content is presented through the lens of the most famous and successful people in that chosen field. For example, you can read stories about Shawn White and his incredible experiences as a snowboarder. While someone interested in snowboarding may enjoy reading this article, it might be difficult for the average snowboarder to relate to Shawn White’s experiences. 

Sayless vs The Competitors:

Sayless is designed to inform people like Inquisitive Issac of everything life has to offer by presenting the information as authentically as possible. By engaging the reader with brief descriptions and testimonials, Sayless creates a tribal mentality among their followers. This is achieved by tribal marketing, which is the process of segmenting audiences based on shared beliefs, affinities, and interests.