Consumers tend to gravitate towards familiarity. In many cases, a purchase is the solving of a problem; surely you’d go to somebody you trust? User Personas are an excellent way of building that trust.

A user persona is a character or personality crafted by a consumer to best meet the needs of the consumer. There are a multitude of factors to consider; Does your consumer prefer to be well-informed with an abundance of information? Do they prefer a minimalistic approach? What is their problem & how are you solving it? Do they enjoy going to purchase products rather than having products/information shipped to them?

By basing your user persona on these answers; you’re creating a more personalized experience for your reader. The generic brand doesn’t go the extra mile to personalize the customer interaction; BE the brand who goes the extra step!

I would argue that the principle of user personas is one we’ve understood since childhood! Can you recall a time when you altered your voice/asking approach based on the individual you were speaking to? Why did you do so? Likely to give yourself the best chance of getting what you wanted; which is a simplified version of what the seller is trying to do, isn’t it?

Enough about children, let’s look at a real world example of someone who is killing it; Ricqcolia Phillips. Ms. Phillips is entrepreneurial machine. She is an award winning writer, founder of a creative content marketing agency with 10+ years of content creating experience! She’s ventured into various niches such as entertainment, lifestyle, fashion and tourism!

Ms. Phillips likely didn’t approach her fashion clients the same she would her tourism clients; THESE are user personas! Listening to your clients needs & desired communication style can be the difference maker in a potential sale.