Did you know that … According to Invesp, developing an effective buyer persona can result in a massive 238% increase in conversions?

Incredible huh?

A so called “buyer persona” is an in depth understanding of exactly who your ideal customer is. You shouldn’t skimp corners or cut edges on this one.

By the way a customer is a B2C buyer and a client is a B2B buyer – that is something that a lot of non native speakers of English get confused about.

Create your ideal client, visually in as much detail as possible in your mind then find a photo that would match or draw them. But don’t stop there. Go deeper. Get inside their head, feel their fears. Work out where they are now and where they want to be.

“What keeps them up at 3 in the morning?”

What would it take for them to accept your services instantly and why should they accept and pay for help when they ‘should be able’ to work it out for themselves?

Why shouldn’t they just go online for solutions and “find the time” to learn how to do it themselves – what’s the benefit of reaching out for support?

And why should they work with you?

  • What do you have in common?
  • What makes you a good fit for them?
  • How are you similar to them?
  • What makes you any better than your competitors?

If you are a smaller player, what is it that you can offer, that a bigger organisation can’t? Individuality, a less mainstream approach – faster turnaround times, local publicity?

You should be able to imagine talking to them with your fingers wrapped around your favourite cup talking to them about their biggest fears, frustrations, hopes and plans – including what they like and of course don’t like about your product or service – or how it is delivered, packaged or produced.

Here’s my ‘twin persona’ trick

I tend to have an imaginary conversation with mine in the car with my audio recorder on. I put myself in their shoes, the trick is to imagine hearing exactly what he or she might say?

Which words would she use?
What body language would I see? Which facial expressions?

It should be EITHER one of your raving fans OR someone that could be a perfect fit for your service if only they could pluck up the courage to invest in what you offer.

twin girls, late twenties lying dtwin girls, late twenties lying down chatting about their dreams, hopes and fears

Visualise twins for a dialogue that gets you into your client’s heads so that you understand them better

Get to know the twin personas

Heck – it could be twins at different stages of their business development journey for instance.

Twin 1, let’s call her Doris is already working with you and feeling the (emotional) benefits and the other Twin 2, Diana is on the fence.

Imagine the conversation between your twin personas.

How would your client Doris talk her twin Diana into simplifying her life by working with you?

What words, examples and emotions would Doris use to persuade Diana? After all, Doris was in exactly the same position less than a year ago and now feels free to really push forward in her business.

Seeing Diana miserable when the answer is right there waiting for her is infuriating to observe as a sibling, but as anyone with brothers and sisters knows, she’ll need to choose her words carefully.

What would a twin say to her sibling to encourage her to do the sensible thing, drop their guard and start getting the results (via you) that she deserves?

So here’s my persona challenge …

Get to really know your twin personas like a couple of best friends. A couple of amazing individuals that you deeply care about and want to help to get the most out of life. How can you help them get there faster, with less stress? Have some fun with it, chat to your twin personas as you brush your teeth or update your blog? What would they be interested in finding out from you? What would they expect you to wear for an FB Live? What would make them smile, take action, or reach out for help?

You want more? Great

I have a podcast interview which touches on personas – it is episode 034 of Clever2gether, just head over to my podcast page to listen to it, or ofcourse you can listen on itunes or spotify

clever2gether podcast cover of Corinne Wilhelm next to an orange globe with conversation bubbles

Corinne Wilhelm publishes a new episode about communication and intercultural awareness on Thrusdays