There’s this breakfast place near to my house. Every Sunday, as I pretend to be the young, cool hipster that I’m not, I sit myself down on their uncomfortable metal bench and order the avocado smash with poached eggs. Each Sunday, I’m greeted by a super smiley Swedish lady who always asks how I’m doing and if I want their new ‘Super cool Kenyan blend’. It’s lovely.
Anyway, yesterday morning, I sat down as usual for my hipster fill, only to be greeted by the same Swedish lady, but not with the usual smile. She slapped down the menu, rushed off to the next table and didn’t say a word. When my food arrived, I noticed my eggs were a little overdone, the sourdough toast didn’t seem as buttery and the avocados a bit over-ripe.
As I wandered down the street afterwards, I started analysing the price of my hipster treat. Over $18 for breakfast? Jeez, and that was even before the tip. Why didn’t I think about this before? Well, it was simple - the persona that was created by this lady had overridden any kind of questions like this. I loved the experience of the place, the food was really just an extra. Now, of course, the super smiley lady was probably just having a bad day, but it was bad for business. In terms of Shopify stores, we see this ‘slip of the split personality’ frequently- it’s not intentional, but it can have a big impact on the success of a Shopify store. Here’s a short guide on how to get your split personality and maintain it.
A really tricky step of creating a Shopify store is adopting the thoughts, feelings and personality of your target market. For most Shopify store owners we work with, many admit that they’re not the target market for their product or service. Even if they are, they often admit there are differences in the way they would personally react to their product and the way it’s conveyed on their site and in their marketing.
A simple way to do this is to establish key information about your target market, by understanding the following questions:
The beauty of social media means that this information can be extracted and analysed, just as we do with our Demographic Profiling Report for our clients. Once these type of questions have been answered, Shopify store owners can then start to build out a persona for their store, and use this to guide the design of their store, as well as create copy and marketing material.
Ok. So you now have an idea of the kind of persona your store should have, it’s now important to create a brand rule book or what we call a store persona dictionary. Essentially, this should be a simple document used by anyone who designs/builds/writes anything on your Shopify store or any of your marketing. This should include the following:
Just like my experience with the Smiley Swedish lady, it comes as a bit of shock when we’re used to people talking to us in a certain way. If we think about a Shopify store, there are ton’s of ways we ‘talk’ to potential clients and customers:
All of these ways of ‘talking’ need to appear as though they come from one mouth, to avoid the confusion or even annoyance with your target market. If you’re handling all content creation yourself, it can be daunting, but equally having help from multiple sources can also lead to the confusion if the styles are not consistent. One way our clients have found this balance is to initially work with a designated copywriter for a period of 3 months, and then adopt the style of that copywriter moving forward. This is a service we’ve provided for a number of clients, with many telling us this was a good investment in coaching too.
There’s a lot of information here, I know. But taking these steps to develop your split personality has proved extremely valuable to many of our clients. If you’d like to discuss how to develop your split personality too, hit the bit purple button below to book a consultation.