8 Reasons Why You Need to Create a Buyer Persona

So, let’s be honest. How well do you understand your ideal client? Do you know what she loves, craves, fears, and is bursting to be, feel or do? And what’s more, do you know the language to use to connect with her. 

And no, I don’t mean, do they speak English, Spanish, French, so on and so forth, I mean what words they use to convey their wants, needs, and emotions, What terms and phrases they use over and over again. How they express themselves when it comes to the problems and issues you help them to resolve? 

Getting to know your ideal client (and I mean really know them on a deep level), can do amazing things for your business (and your bank balance!). I mean, if you’re not making bank, then you can’t be as effective in your business, right? 

You know that saying “success leaves clues”, well, I’m gonna stick my neck out and say, that the clues reside in your ideal client’s language, in the words they use to assimilate and articulate the world around (and inside) them. 

And on the subject of clues, then you can think of words as the breadcrumbs on your trail, that lead you to connect with each other and form connections. 

So, how do you ensure you’re talking on the same wavelength as your audience? (After all, the world wide web is an insanely crowded place, and you want your dreamy soul-mate clients to notice you, hear you, and feel like you get them.)


…you need to figure out your ideal client’s buyer persona.

And save yourself a whole heap of time and energy, so your ideal peeps can receive your help and support a lot sooner.

When I first started my business, I was advised to create an “ideal client avatar”, and I’ve never quite recovered. It took me ages to work out! How old were they? Where did they live? How much do they earn? What did they look like?

You see, I didn’t want to have to choose, nor did it feel like I was truly getting to the heart of who they were either. And although I’m not knocking the exercise, because when it came to doing paid Facebook Ads for the group challenge I was running at the time, the avatar did come in handy for targeting my audience (more on this in a future blog).

But the truth was, I still didn’t feel like I knew my audience beyond those parameters and the several “pain points” I had identified, and most definitely not enough to speak to them directly with the language that connected and served them.

It wasn’t until I identified my ideal client’s buyer persona, that I started to understand their needs and how to communicate with them in a meaningful way. It took away the mystery of what to say and helped me to understand how my ideal audience thought and felt.

Creating buyer personas isn’t necessarily simple, but it is thorough. You don’t just put a name on your target audience and list out their demographics,

It goes way beyond that, as it provides you with more rounded, fictional representation, of what makes this persona the ideal example of your audience, so that you start to improve the effectiveness of your marketing (and book more clients, because when you get this right, it’s powerful stuff!).


There are 8 key reasons why I think buyer personas rock




1. Determine motivators: goals, fears, desires, values, and needs

2. Know what their needs are at each stage of the customer journey

3. Create an effective marketing strategy that feels authentic to you 

4. Get better and more qualified leads, who are a great fit for you

5. Communicate in language that connects, resonates and converts

6. Differentiate yourself from your competitors, and stand out in a crowded market

7. Create products and services that fulfill your ideal audience’s needs

8. Create content and stories that align with the customer journey


Powerful, eh? And that’s why you shouldn’t delay in creating yours. It will make a huge difference to everything you do, say and create within your business.


If you want to stop all the guesswork and start speaking directly to your dreamy, soul-mate clients, then sign up to my FREE 5-Day Client Clarity Codebook Mini-Course, designed to help you create your own buyer persona, language bank + Trello board, full to the brim with research & insights.


How to Create Content that Acts Like a Client Magnet 24/7


Putting The Spark Back In Your Biz


How to Get the Mix Right for Your Winning Business Recipe

How to Create Content that Acts Like a Client Magnet 24/7

Content is a key part of creating a body of work that acts like a client magnet 24/7.

Writing and expressing yourself to your audience allows them to connect with you online, building rapport and a know, like, trust factor, well before they start to work with you.

In the early stages of business, creating content can feel haphazard; you blog here and there, try out some social media platforms, but nothing really sticks.

With concentrated effort and a strategic understanding of what you want to communicate, and how you want to show up in the world, your efforts can yield big results.

With planning and a roadmap, it’s much easier to create a lot of strategic content that can be used for a variety of purposes.

When you have a core messaging strategy in place, wherever you show up, online or off, your copy and content work for you and create a sense of who you are and what you stand for.

Whether it be on your website, in art schools, networking events, social media posts or in your bios and profiles, your content and messaging needs to be cohesive and aligned with who you really are.

If you don’t already have a content strategy, that’s ok, I’m here to help.

A strategy isn’t difficult to put into place. Yes, it requires effort, but you can create a content strategy that works for YOU on a consistent basis.

How? We just need simple strategic steps and a mindset switch.

Think about:

Your niche and audience:
Where do they hang out on social media? Which platforms are best to reach them, and which content formats, or mix of formats, do they prefer?

Your unique lens on the work you do:
What makes you stand out? What are you talking about that’s different?

Your values:
What values do you stand for and operate by? How can you convey these in your content?

How do you create best?
Do you create best by talking to a camera or a microphone? Do you love to write? Knowing your strengths can help you to know where to start creating with ease.

By creating a plan that works for you – and we are all unique – you will be able to stay consistent with your content creation and reach your audience in a way that resonates with them.

Storytelling as a content creation tool

Storytelling is simply about connecting with your people and showing them, through example, why they should want to buy from you, why they should trust you, and why your message is significant to them in some way.

Storytelling allows people to go beyond the standard content you might put out there; it’s about writing stories that deeply connect with your audience, from personal stories to stories about why a certain product or service came into existence, or about your business journey. They could also be everyday stories about what’s happening to you behind the scenes, or what has transformed you and led you from point A to point B or inspiring stories of change.

Messaging can create action and create change – and this is a powerful tool in your business.


Often, the messaging part of your business can be the bit that’s really lacking or missing.

You might have everything else in place, but not knowing how to communicate your message can hold you back from truly connecting with your audience and making an impact.

Through storytelling, we can create really interesting connections. When we bring emotion into our messaging, we can touch and move people, and elicit an emotional response.

By crafting content with storytelling woven in, your words can truly have an effect on your audience, without just being the same as everyone else.

When your message touches people on an emotional level, it’s a really powerful way to reach out and create a magical experience.


To identify (or reimagine) your ideal audience so you can start to create messaging that connects and converts, click HERE to download your Ideal Audience Playbook and my free mini-course, Client Clarity Codebook.


Putting The Spark Back In Your Biz


How to Get the Mix Right for Your Winning Business Recipe


Finding Freedom From Your 9-5

How to Mix Business With Pleasure (So Work Feels More Like Play)

“If you do what you love, you’ll never work a day in your life.”

~ Marc Anthony

Have you ever wondered what it might be like to run a business which is deeply connected to your passions? Sounds idyllic? Outlandish even? The kind of thing others do, but not you? My mind conjures up images of artists, photographers and writers living the bohemian life waking up at 7am to write “morning pages”, to capture the landscape as it awakens, or nomads traveling the world with laptops, indulging in their passion for freedom, adventure, and exploring different cultures and landscapes.

While doing what you love sounds amazing and romantic, running a passion-fuelled business may also seem unrealistic or daunting. Lack of time, limiting beliefs, confidence, and not knowing what or where to start, are often the reasons why people don’t place their passions centre stage of their business. Passions dissolve into “dreams” or hobbies, or at worst are never discovered or totally neglected.


MAY, 2018

Business Development

Arches National Park Entrance Stateion, Moab, United States

Photograph by Dino Reichmuth via Unsplash

Perhaps you’ve been working all the hours in your business, have sacrificed weekends and social engagements, and then found yourself cramming in as much as you can (housework, trips to see family, and the shopping included). Before you know it, it’s Monday, and the cycle starts all over again. Perhaps you started out knowing what you wanted from your business, but months (or years even) down the line, the vision and reality don’t match up. You feel trapped in an outdated business that no longer suits you and, quite frankly, is too much like hard work.

You wonder what life would be like if you changed your business offerings, but the fear of making the wrong choice holds you back. You don’t know what else to offer, or what people really want from you anymore. In fact, it feels like you’ve pretty much lost sight of the shore. And what about those passions you have (or had)? You know the ones you half imagined could form part of your business? You just let them fade away into the background, while you bumbled along forcing everything else (you aren’t that passionate about) into place, getting further and further away from your vision, and even further still from the happiness your business was supposed to bring.

“When you want something, all the universe conspires in helping you to achieve it. ….. you start to realize that you‘re capable of far more than you imagined.”

Here’s the thing, “Working all the hours” and forcing things into existence, holds you back from your true potential and success. When all that keeps you going is striving to make enough money in order to pay the bills, then it’s time to reassess. When you’re disconnected from your passions and the deeper value and meaning your business holds, like what you really care about, then your business can feel like a chore. Every day you go through the motions, subconsciously self-sabotaging yourself with negative self-talk and lack of self-belief. Gay Hendricks talks about this is in his brilliant book, The Big Leapwhich I highly recommend for you to read, if you want to explore your false fears and beliefs, and start to break down your barriers to a better life and business.

If you’re saying, This sounds like me. Where do I even begin to resolve this? I want you to close your eyes and imagine you’re observing yourself from afar. What do you see? Then, imagine turning away and looking into the distance, at the horizon. Take a deep, calming, breathe and imagine yourself living a more freedom and passion-filled life. Once you’ve taken a few minutes to really indulge in this moment, take a journal and write out what you imagined.

This exercise helps us to connect with who we are at our heart-centre, to our authentic self, to our desires and passions, where everything is possible, where there are no boundaries, self-imposed or otherwise.

The truth is, when your focus is on surviving and striving – to make make 5, 6 or 7 figures, to show up all the time and elevate your status, you end up sacrificing the time and energy you need for your flow state. That state we are in when we are at total ease with ourselves and when we take inspired action.

If that sounds like you, then you can be sure you’re not alone.

But the fact is: you can still have a business you love, you can still rediscover the passion you had at the start and learn from what you’ve done so far to get you exactly where you really want to be.

You can even start doing that work today, All you need to do to start this off is a little brainstorming and visualizing, deep-rooted commitment to changing your current situation, and a willingness to take calculated risks. To think outside of the box. To take actions, perhaps, that feel a little scary at times, to take a chance on yourself. Only when you give yourself the permission to enter this state of flow and connect with your higher self, will you be in a position to receive all there is for you.

To start off you could brainstorm your Personal Passion Project. 

For this you’re going to need to set aside an hour or two of uninterrupted time. You could go to the park or a coffee shop, and take along your favourite journal and pens. The important thing is to find a quiet nook, and allow your mind wander.

I want you to imagine that money is not an obstacle for you, and that you have enough to get by every day and even have a little extra for fun and treats. And, essentially, you have the freedom to do whatever you want with your days. In your journal, make a list of all the things you’d do with your time if you were able to spend it however you wished. What activities do you imagine yourself doing? How do you feel? The most important element of this exercise is to not censor yourself and really allow yourself to explore what pops into your head, without having to consider if money is an issue or how you’d ever achieve it, or if you’d be good at it, etc. You’ll end up with is a list of possibilities, rather than a realistic set of business opportunities. At this stage, it’s all about brainstorming so you can return to your ideas later and make sense of them.

This visualisation process is one of the methods I use with my clients, to help them to connect with their core values, imagination, creativity, and inner wisdom. It’s hugely successful in helping you to bring ideas and dreams to the surface, to tap into what lights you up, and spring board you into taking inspired action.

“Imagination is the beginning of creation. You imagine what you desire; you will what you imagine; and at last you create what you will.”

With the right focus and determination, your passions can become the fuel for future happiness in your life and business. If you enjoyed this, then you’ll love my guided visualization and workbook, which takes you on an even deeper journey, to explore the lifestyle and business of your dreams. It’s an excellent first step for growing a more passion-fuelled, online coaching or service-based business.


Go here to >> create your own winning business recipe


How to Mix Business With Pleasure (So Work Feels More Like Play)



How to Ditch Your Hot Mess of Self Doubt & Reinvent Your Biz

Imagine this:

You’ve been loading your plate with more and more To Do’s and finishing work at “stupid-o-clock” for a while now, leaving you little time or mental bandwidth to figure out how to grow your business or create your freedom lifestyle. 

The 101 business ideas (and the resulting confusion!) each day have resulted in missed fitness classes, writing out never-ending To Do lists, another chocolate-wine-Netflix-frenzy, and long walks to try and unbox your brain of the endless chatter and uncertainty.

Attaining the life and business you dream about looks more like an uphill climb in the Outer Hebrides, than a passion project.

Self-doubt can show up in many forms and wreck havoc with your dreams. It’s your job to work on your mindset. You can’t create a life you love when your mindset is off radar.

Here’s what happened: You made your business your priority, yet deep down you know you’re sabotaging your full potential for happiness.

Like many others building a business, desperately avoiding having to go back to their salaried lives, you worry about paying bills and maintaining your status. But instead of facing the uncertainty these challenges bring, fear keeps you routed to the spot, doing the same things over and over in your business that are not producing the results you desire.

You’re scared you’ll fail, and you’re scared you’ll succeed (yes, really) and feel like an imposter either way.

So? You you coast along with what you know, wearing all the hats, even though it’s the bane of your life.

Or you blame others.

It’s not your fault your business hasn’t reached the dizzying heights of success yet, because…(insert external factor).

Sound familiar?

Well, the truth is, you’ve told yourself lies over and over again. And now? You believe them.

Excuse me while I get a bit tough with you here, but…


The only thing that’s holding you back from building a successful business, is you!


And while that might sound rather grim, it’s actually pretty good news.

Because it means you can change.

You’ve gotta take stock of where you are if you want to make your dreams happen.

You need to get so clear on your vision, because having a strong vision for your dreams will pull you forward.

So, if you want to attain your dreams and gain the clarity you need to start taking inspired action, then take out a journal and brainstorm your answers to the following four questions. Really dig deep.

  1. What business dreams do you have?
  2. What do your dreams really mean to you?
  3. How would they change your life?
  4. What are you prepared to do to make them happen?

Have your answers? Great.


So why do you think that up until now, you’ve been telling yourself you want X, but doing Y? Why have you been depriving yourself of the happiness and fulfillment you could have, if only you took action?

I’ll tell you why: Self doubt.

Luckily, self doubt isn’t a ‘forever’ diagnosis. Below, I’ve created a list of five (easy) action steps you can take to finally rise above your doubts.

1) zone into your dreams – create a vision board (on Pinterest or a self-made one on your notice board), write out your business ideas and goals (try this handy goal journal), and read magazines and books on related topics

2) create your superpower persona – write a list of all your positive attributes/ strengths/ passions into a journal and ask yourself how each could tie into your business offerings

3) use positive affirmations – notice negative self-talk about achieving your business dreams and turn each one into a positive affirmation – I love these Power Thought Cards by Louise Hay


4) assess your current signature business offerings – how do you really feel about them? Do you feel passionate about them? Do they motivate you? If you’re looking to spice up your signature offerings, take a look at what your competitors are doing. How can you differentiate from them? What’s your special sauce that will help you to stand apart from them? (look back at your super powers established in step 2)

And above all, 5) remember that growing a business is a voyage of discovery, asking yourself smart questions, and taking some calculated risks. What questions do you need to most ask of yourself now? Do some soul searching and tap into them. What would you most like to do in your business, if you could be sure you wouldn’t fail?

Completing these questions will help you to tap back into your passions and purpose.

Go in search of your treasure. And what better way to start than by reading The Alchemist by Paolo Coelho. The book that transformed my own life, and inspired me to follow my dreams. 

“People are capable, at any time in their lives, of doing what they dream of.”


Once you’ve got clarity from these questions and steps, it will help you to stop focusing on the fears and doubts which have had you delaying and procrastinating, and instead you’ll have created a space for inspiration within your heart and mind. From this space, you’ll be ready to take the “inspired action” which feels authentic and connected to your dreams.

Disclaimer: Some of the links on this page may be affiliate links, which means I may earn a commission if you decide to purchase the item. Rest assured that I only promote products and services which I love and have used myself!


Finding Freedom From Your 9-5


How to Connect With Your Passions & Change Your Lifestyle


Could Your “Money Personality” Be Sabotaging You?

How to Get the Mix Right for your Winning Business Recipe

Your business is unique – as unique as YOU are.

Every ingredient, every element needs to be calculated, lovingly crafted and mixed to your very own, bespoke recipe.

Why? Well, if you have ever looked at a sunken cake and felt about your business the same way, you know you need to go back to basics.

The good news is, going back to basics gets you further, faster.

Here is what happens time and time again:

  • We buy a recipe book from an expert.
  • We weigh the ingredients carefully.
  • We are diligent in getting the right blend, the right temperature, only for it to fall flat, time and time again until you want to give up.

But here is the secret: that recipe worked for THEM, and you are a totally unique human being.

When we examine where you are right now, and ask some key questions, building your own mix become easy, and most of all, it feels like YOU!

That’s where the magic ingredient truly is.


I work with my clients to help them ask some key questions:

  • Where you are now?
  • What’s going wrong?
  • What don’t you feel aligned to?
  • What are you doing that’s not converting clients?

Too often we become so disillusioned that we lose the energy and the willpower to look at things with a fresh perspective – the deflated feeling takes over, we feel like a failure, we want to give up.

I want to reassure you that you aren’t alone.

You aren’t the only entrepreneur to feel this way.

Following formulas and recipes works to a certain extent, and for some people.

When you get creative and do something fresh that you call from the deepest parts of you, the secret ingredient becomes obvious.

You see, YOUR business recipe has you at the heart of it.


No-one on this earth has your unique blend of skills, perspectives, experiences and outlook on life.

YOU are the secret ingredient that was missing all along, and those so called “failures’ are just a disconnect from what’s truly possible.

The magic is that alignment between what you love, who you are, and your ideal clients.

So, what can you do to resolve that disconnect?

It starts with getting in touch with your passions, and re-align yourself with why you started this journey in the first place.

Fall back in love with your business so the energy that goes out is from the right place, you serve the right clients, and it all becomes easier (and yes, it’s ok for it to be easy!).

Let me tell you a story.

Recently, I put out an offer for a new product. I felt from my very soul that this was something my ideal clients needed, and I fell in love with the work I was creating.

Rather than struggling with sales funnels, scripts, templates and clunky moving parts, that offer flew off the shelf. It sold out within hours, and it felt amazing.

You can go beyond the recipes and formulas when you work your own way, and when you plug back in to what makes you so beautifully, uniquely, YOU.


When your recipe has the magic, missing ingredient, anything is possible.

That constant cycle of testing, trying, creating, hustling – it stops.

That feeling of throwing spaghetti at the wall and wondering why this isn’t working for you? That’s gone too.

It’s all about the energy behind the offer. When you are in your full, powerful alignment and flow, the buzz attracts clients to you like a magnet.

That sweet spot between what you love and who you serve, baked into the offer and your energy is what makes your business recipe a success.


Finding Freedom From Your 9-5


How to Connect With Your Passions & Change Your Lifestyle


Could Your “Money Personality” Be Sabotaging You?

Finding Freedom From Your 9-5

FINDING FREEDOM from your 9-5 ought to be an exciting prospect, but for many it remains just a dream. Waiting for the “right time”, the “right amount of money”, the possibility of a “redundancy payout”.

Waiting for….something, anything, You know how the story goes…

Dreams keep us entertained when we’re bored, hopeful when we’re feeling frustrated or stuck.

But the problem is, we get caught up in that thing called “life”, responsibilities, working our butts off for someone else, and in our fears.  Through lack of attention or self-belief, our dreams fade, feel impossible, or intangible.

“ To any entrepreneur: if you want to do it, do it now. If you don’t, you’re going to regret it.”



RECONNECTING WITH YOUR DREAM is fundamental for your psyche, and your happiness. Your dreams are there to inspire you and push you to become a better person, more fulfilled and enriched.

But staying stuck in an unfulfilling job, with a lifestyle that underplays your potential, isn’t any fun, when you know you’ve got so much more to offer. Like running your own business, which is in alignment with who you or who you want to become.

To achieve your dream, you must re-connect it fully, embrace it like you’re actually dating. *smooch*

For that to happen, you need to devote time to it, get clear on what it looks and feels like to you, who you’ll serve, and then gain the confidence to move forwards.

It’s like marriage of sorts – you’ll even get to cuddle on the sofa and wake up with it!

GETTING STARTED How many times have you thought about your idea (or ideas, perhaps?) and then got totally sidetracked by life, responsibilities, fear and apprehension?

Do you wonder or doubt if your idea is any good? If it will make you enough money? Do you question: who am I  to do this?  and whether you’ve got what it takes to become an entrepreneur.

I’m not going to lie.

It takes guts and determination to start your own business.

And even more to actually make it work.

To push through when all seems against you. When you’re having a bad day, month, week, or even year, and you think, “Am I going to have to go back to my 9-5? Has all my hard work been in vane?  

This is normal. You’ll hit tremendous highs, and there will be lows. It comes with the territory.

That’s why I recommend you do mindset work from the outset. And, that you get a mentor or coach, or a join a network of entrepreneurs, who’ll encourage you along the way.

And above all else, just begin…



TAKING THE FIRST STEPS Before you begin, there are a number of considerations: whether you should go all in, or if you should run your business as a side hustle, until you’re making enough money.

Both ways have their benefits and limitations, and really it’s what works best for you. Do the sums. Work out what are your financial outlays. Do a general evaluation of how you’ll support yourself whilst you build up your business.

Before you begin your business (or proceed further into your fledgling business) there are fundamental questions you need to answer: What is my business mission? Who will I serve? What are my offerings? How do I want my lifestyle to change? How often do I want to work? What’s important to me and what are my passions, and is there a way I could weave them into my business idea?

To explore this theme and get more clarity, go to my handy guided visualisation which will help you arrive at your high level vision for your future lifestyle and business.

PLANNING FOR THE FUTURE Once you’re decided on your general business vision, it’s tempting to jump straight in, and whist I do advocate this (because there’s no time like the present), I also advocate balancing your raw energy and enthusiasm with a certain degree of planning.

Whether you’re still in your 9-5 and wanting to escape or have left and are “all in”, then it’s essential that you create a roadmap. It doesn’t have to be all encompassing, but if you are to stay focused and organised, then you do need to identify your goals and map out your milestones and dependencies.

This will help you to prioritise your time, stay focused, and level headed, because, trust me, when you’re in the “dream up” stage of business (which can last years!), then there can be a tendency to meander and deliberate on ideas, and be reactive.

If you have a clear plan for how you’re going to reach your goals, it makes it more likely you’ll achieve them. You’ll know what you want to achieve and have established action items and milestones to help you get there.


GAINING MOMENTUM Once you’ve got your roadmap  and you’re working solidly towards your goals, it’s important to keep momentum going, otherwise even best made plans can slip.

The best way to keep momentum going is to regularly remind yourself of your BIG WHY – the reason you want/ed to start your business in the first place. This is your prime motivating factor.

If you don’t have a clue what that is for you, I highly recommend that you do some inner work around this, as it can be one of the determining factors of the success or failure of a business.

A positive and confident mindset is also a key momentum driver. There’s a lot you can do to improve your mindset, and I highly recommend for you to do daily work around this.

Firstly, you’ll need to identify any beliefs which are holding you back or limiting you, and then challenge and counter them.

A positive mindset is EVERYTHING – many people don’t get their business ideas off the ground, and others are held back for years due to fear and self-doubt, finding themselves forced back into having to work another 9-5 – the very thing they wanted to escape from in the first place.

My 6-week program Kickstart Your Online Biz, starting on Monday 11th September, helps you to identify and validate your business idea, establish your business vision and clarify your BIG WHY, strengthen your mindset, and map out your roadmap, alongside many other business-building activities. Find out more about the program HERE.

“Do. Or do not. There is no try.”



How to Connect With Your Passions & Change Your Lifestyle


Entrepreneur Spotlight: Jessica Dornieden