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Simon Tschuertz
September 03, 2021

How to Use 100W for Marketing

In this blog post, we'll show you how to successfully build a relationship with your target audiences in just a few steps. How?

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Quite simply, by imitating the language of your target group and thus building a positive relationship the fastest according to the latest state of knowledge. It's not for nothing that they say we speak the same language.

With our software we help you to improve your content according to the following aspects, because the readers have these needs:

  • Content must be written in the language of the customer
  • It must be easy and understandable
  • Expect consistent impact across different channels
  • Appreciate flawless design
  • Expect emotional appeal

Therefore, in our experience, content design software tools must be able to do the following:

  • Help to imitate the language of the customer
  • Identify the complex content parts and provide recommendations for improvement
  • Ensure consistency of impact across different writers
  • Improve the spelling and style of the language
  • Frame the text in an emotionally engaging way

Based on this understanding, we developed the 100W - Psychological AI together with experts from marketing.

The following steps are necessary:

  1. Registration at 100W
  2. Log in to platform
  3. Persona selection
  4. Text analysis and improvement
  5. Installing the Chrome Extension, for an even easier user experience

In another blog post, we'll show you how to define your persona from your data. This will help you create an even better experience with your content.

Of course, targeting Buyer Personas is also possible using our tool, in the category How to use 100W you can find more usage examples.

Step 1: Registration at 100W

The first step is to register for our service. To do this, please click on the following link:


You will then receive an email asking you to activate your account. After you have completed the activation, you can log into the system for the first time.

Step 2: Log in to platform

If you would like to log into our system, click on the following link:


You will then be directed to the login page. Enter your registration email address and your chosen password here and click on Log in. You can now work with the software.

Step 3: Persona selection

After you habe successfully registered and logged in to our system, we now come to our next point, the use of the system.

The first step is to select the right persona for you. The persona is sometimes confused with a classic analysis of the target group. Since we know from neuromarketing and market research that customers can be reached in particular through their emotional needs and motives, the concept of the persona provides for a description of these.

Enclosed you will find 2 different person descriptions as examples:

  1. The Adventurer:

Your counterpart is curious and loves new experiences. Results count here. This person wants to become better with a solution and work out advantages in competition. Unlike the other personalities, she is completely focused on the matter and herself.

The persona asks itself the following questions:

  • How do you help me to achieve my goals?
  • How do you bring me new and exciting insights and experiences?
  • How do you enable and show me new ways?
  • Is what you offer me new and different?

Right words for more success:

exciting, new, surprising, extravagant, creative, impulsive, adventure, original, creative, improving, promoting, progressive, novel, exciting, individual, trend-setting, inspiring, striking, idiosyncratic, varied, innovative, unusual, extraordinary, independent, uncomplicated, trendy, courageous...

Newness, enthusiasm and own successes are the emotional anchor for "Adventurer".

  1. The Leader

Your counterpart is a career-minded leader and values perception in the network. Strong in personal contact, this Persona likes to exercise responsibility full of self-confidence. To Leaders respect is important in personal interactions.

The persona asks itself the following questions:

  • How can I effectively confirm and strengthen my network's trust in me through your product?
  • Can you understand what leadership responsibility is expected in my position?
  • I want to be a strong pillar in and for my network, what can you contribute?
  • Personalities with responsibility should also radiate strength. How can I confirm this strength with you?

Right words for more success:

sophisticated, compelling, recognized, high quality, special, clever, strategic, great, exclusive, superior, unobjectionable, co-create, influential, aligned, collaborative, first-class, strong, simple, convenient, facilitate, network, trustworthy...

Confirming leadership qualities, recognition and active creative will are emotional anchors for "leaders".

You will find these personas in the first screen directly for selection. Click on one of the presented personas and now check your text for effect and success for this persona.

Step 4: Text analysis and improvement

As already mentioned, we believe that software must be able to do the following in order to provide added value for the editor:

  • Help to imitate the language of the customer
  • Identify the complex pieces of content and give recommendations for improvement
  • Ensure consistency of impact across different writers
  • Improve the spelling and style of the language
  • Frame the text in an emotionally appealing way

You will find exactly these points in our software:

  1. Help to imitate the language of the customer

On the right side you will find a circle with a number. The number, the so-called Imitation Score, indicates how well you mirror your persona. The higher this score is, the better your effect on this persona.

The circle adapts to the persona in each case. The goal is to reach 100%. We distinguish between two directions. There is either too little and you should add effective words or too much of something. In that case, you should reduce those words.

  1. Identify the complex pieces of content and give recommendations for improvement

Complex sentences, as well as passive sentence construction, are also identified by the system. You will find them each with a gray underline. Change these sentences according to the system's suggestion.

  1. Ensure consistency of effect among different writers and on different channels

No matter who works with the system, once the same persona is selected, you will be objectively measured with it. This ensures that your impact on the persona works equally across different editors.

  1. Improve the spelling and the style of the language

Spelling and style of language are also a crucial part of a successful content. Therefore, our software also offers a spell checker. You will also find this with gray highlights placed under the words.

  1. Frame the text in an emotionally appealing way

Our software suggests the appropriate words that will help you strengthen positive emotions and avoid negative emotions. You will find each of these suggestions marked with a blue underline. In addition to that, the system will provide you with a list of potential additional words you can use.

In the next step, paste a text of your choice into the system. Newsletters, website texts or blog posts are excellent candidates for this. Now select the appropriate text genre and go through the suggestions sentence by sentence.

Don't be surprised that the suggestions appear with varying regularity. Every time you change the effect of your text, the system adapts to support you in the best possible way.

Do you manage to increase your text to over 80% points? Then you have mastered the first challenge and can now install the Chrome Extension. This way, you always have 100W - Psychological AI with you when you produce content - without any annoying copy & paste steps.

Step 5: Installation of the Chrome Extension, for an even easier user experience

To install the Chrome Extension, click on the following link and install the extension. After successful installation the logo of 100W will appear in your browser.

If you now write a text in any text field, you can improve it in the same way as in the previous step. To do this, click on the icon that appears in the text field and get started.

Note: If the icon does not appear in your text field, please let us know so that we can further improve the recognition of the text fields. This way you make our job easier to search for text fields on the web.


I hope our blog post shows you specifically what you can expect from our software. If you have further interest or still need additional information on the why, we recommend the blog series:

Learning to Sell - This looks at the general decision making of people in social situations, but is framed on Sales.

Data analysis using Outlook

Alternatively, we recommend our articles regarding creation of automatic persona and continuous measurement of customer loyalty.




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