Hattie Bernier

Why this persona fits the audience

Writes a weekly newsletter from Manchester about useful apps, product launches, and independent creators, and spends several hours each week researching what is newly launched. She currently works alone, relies on free sources, and keeps a simple spreadsheet of items she may feature later.

• Age: 27
• Location: Manchester, UK
• Occupation: Newsletter writer
• Income: GBP 34k
• Education: Bachelor's degree
• Company size: Sole proprietor
• Years in role: 3

“There's just so much brilliant stuff being built by individuals out there, you just have to dig a little to find it.”

Hattie Bernier, 27, is a Manchester-based independent newsletter writer who has carved out a niche curating the latest in app launches and independent creators. Armed with a Bachelor's degree and a keen eye for emerging digital trends, she launched her weekly newsletter, 'Manchester Makes,' three years ago, driven by a desire to share her discoveries with a wider audience. Her income of GBP 34k reflects her current status as a sole proprietor, reinvesting most of her earnings back into the growth of her platform. Hattie lives alone in a modest flat, her lifestyle characterized by a conscious effort to balance her passion for discovery with financial prudence. She prioritizes experiences and knowledge over material possessions, often spending her disposable income on books, online courses, or tickets to local events. Her work ethic is driven by a deep-seated value for independence and a desire to be a taste-maker in her chosen field. She meticulously researches new products and creators, spending several hours each week sifting through online platforms, relying on free sources and a sprawling spreadsheet to track potential features. This dedication to consistency is key to her growing subscriber base. Recently, she's been contemplating how to scale her research process without compromising the quality and authenticity her readers expect, a decision that weighs on her as her audience expands. She's also exploring ways to subtly monetize her efforts, perhaps through affiliate links or sponsored content, but is wary of anything that might dilute her editorial integrity or alienate her loyal readership. Her relationship with time is one of constant negotiation; there are never enough hours to do everything she wants to do, leading to a perpetual feeling of being slightly behind, yet always motivated by the next exciting discovery.

Background & daily life

A day in their life

Hattie's typical weekday begins around 8:00 AM with a strong coffee and a quick scan of overnight tech news and her email inbox. She'll then head to a local independent coffee shop, 'The Daily Grind,' with her laptop, settling in for a few hours of focused research. This involves sifting through Product Hunt, dev forums, and creator communities, identifying potential features for her newsletter. Lunch is usually a packed sandwich or a quick salad from a nearby deli. The afternoon, back at her flat, is dedicated to writing and editing, crafting her weekly piece. She might take a break for a short walk around the park or a quick call with a friend. Evenings are for winding down, perhaps reading a book or watching a documentary, before preparing for the next day's research.

Lifestyle

Hattie lives in a bright, slightly cluttered one-bedroom flat in Chorlton, Manchester. Her routine is dictated by her newsletter schedule, with Tuesdays and Wednesdays dedicated to deep research and writing. She enjoys exploring independent coffee shops for her morning work sessions, often ordering a flat white and a pastry. Evenings are usually quiet, spent reading or catching up on creator content. She's mindful of her budget, preferring to cook at home and limit impulse buys, but occasionally splurges on a new book or a ticket to a local gig. Socially, she values deep conversations with a small circle of close friends over large gatherings.

Work life

As a solo newsletter writer, Hattie's work is her passion project turned profession. Her days are a blend of deep-dive research into new app launches and creator platforms, followed by meticulous writing and editing for her weekly 'Manchester Makes' newsletter. She spends hours trawling Product Hunt, BetaList, and niche tech forums, often bookmarking potential features for weeks. Her primary tool is a meticulously organized Google Sheet, which she's outgrown but hesitates to replace. The pressure comes from maintaining her subscriber growth and the constant need to find genuinely interesting, undiscovered gems to keep her audience engaged. She handles all aspects herself: content, design, and distribution.

Relationships

Hattie maintains a close-knit circle of friends, mostly met through university or shared interests in Manchester's creative scene. Her parents, who live in the countryside, are supportive but don't fully grasp the nuances of her digital career. She occasionally connects with other newsletter writers online for mutual support and idea-sharing, finding them to be her most relevant professional peer group.

How they decide

Hattie is a deliberate researcher. She'll explore multiple options, read reviews, and compare features before committing to anything, whether it's a new app for her personal use or a tool for her business. She values practicality and evidence of utility, often seeking out user testimonials or case studies. While she appreciates innovation, she's not an early adopter of everything; she needs to see a clear benefit or a compelling reason to switch from her current methods.

How they sound

Hattie speaks with a clear, slightly rapid cadence, often using precise language when discussing tech. She has a mild Mancunian lilt that surfaces when she's relaxed or enthusiastic. She avoids overly corporate jargon, preferring more natural, conversational phrasing. She's articulate and can explain complex ideas simply, but she's also prone to using niche internet slang or terms familiar to the creator economy. She's generally positive but can become animated when discussing a product she genuinely admires or is frustrated by a poor user experience.