WriteFind your voice.

Identify Your Persona’s Core Values to Communicate Efficiently

Beneath the Cover, writing a book, core values, competitive personality

In my last post, our fictional competitive personality, Dorothy Gale from The Wizard of Oz, showed how such a personality types works in action: her priorities, her motivations, her manner of working. How do you work with such a competitive personality as a service provider/ how do you communicate with one, as an author? To […]

The Story of a Particular Competitive Personality

Beneath the Cover, writing a book, competitive personality, Wizard of Oz

In my last post, we looked at the competitive personality. As I mentioned, competitive personalities seek competence in themselves and others, can be very intense and a irritated by inefficiency. Again, as you will see in this story (based on the wonderful personality representations of characters from The Wizard of Oz), a competitive personality such […]

Understanding the Competitive Personality

Beneath the Cover, writing a book, competitive personality

In my last post, we began to explore the four basic personas. Here we’ll look at the first one, a type that we is often referred to as the competitive personality. Competitive personalities seek competence in themselves and others. They can be intense and very persuasive about getting their own way. They are particularly irritated […]

Understanding the Persona Advantage

Beneath the Cover, writing a book, Persona Architecture, uncovery process

In my last post, we looked at two scenarios to help you understand how knowing who your customer is on a personal level can lead to a deeper engagement with that audience. Here and in the next few posts we’ll look at the four basic personas. People have been interested in the correlation between personality […]

Are You Approachable or Alienating?

Beneath the Cover, referral partners, referral networking business, build your audience

When it comes to networking, the little things add up. Repetition produces results—especially when building your referral networking business. Because the little things do add up, below are some simple things for you to consider regarding your attitude, body language, and congruence. This will help you determine whether or not people perceive you as approachable […]

The Motivations Behind Your Clients’ Individual Choices

Beneath the cover, writing a book, uncovery process, concept of personas

In my last post, we looked at how treating the customer as an individual leads you create a stronger marketing message, and build a better product (or write a book that more people might respond to). We work with our clients during our uncovery process to create the personas that the client can use to […]

Moving Beyond the Faces in the Crowd

Beneath the Cover, writing a book, competitive personality, methodical personality

In my last post, we looked at how personas are an essential part of knowing your customer, since personas, which are detailed descriptions that represent individual personality types within your audience, can help you truly visualize who makes up your client base. It’s easy to think of a client base or readership in vague or […]

Who Makes Up Your Audience?

Beneath the Cover, writing a book, uncovery sessions, know your audience

When we sit down to speak with clients during our uncovery sessions, one of the most difficult questions that clients can answer is who their clients are. People think they know whom they sell to, but when pressed on details they often can respond with vague generalities about the people they sell to or the […]

Offering a Solution for Your Buyer’s Needs or Problems

Beneath the Cover, writing a book, target audience

In our last post, in outlining the six steps of the customer’s journey, we looked at step two: when the buyer warms to a company. To recap, here are the six steps: 6. Satisfied customer 5. Receives purchase 4. Makes purchase 3. Becomes lead 2. Warms to company 1. Seeks solution So far, we’ve looked […]

Connecting with Your Client

Beneath the Cover, writing a book, warms to the company, client becomes a lead

In our last post, in outlining the six steps of the customer’s journey, we looked at step three: when the buyer becomes a lead. To recap, here are the six steps: 6. Satisfied customer 5. Receives purchase 4. Makes purchase 3. Becomes lead 2. Warms to company 1. Seeks solution We’ve looked at parts six […]