Buyer Persona Masterclass


Welcome to “Buyer Persona Masterclass”, the 4th class in this free 5-day preview of my mastermind program called Creating Money.”

Good afternoon. My name is Kadena Tate.  I am a revenue strategist for female entrepreneurs who can’t figure out how to create multiple streams of income. I help them get exactly what they want, which is more clients, more money, and more vacations. Through my delightful global retreats, courage inducing blog posts, free challenges and on-demand classes, I’m here to  to show you how to create multiple streams of income — while making every step feel like a hallelujah good time. And when I’m not helping you to find new customers and sell more to existing ones, you can find me indulging in spicy cajun food, reading a good book and the occasional Zumba dance class.


Today what I'd like to talk about is the importance of crafting a buyer persona. A buyer persona will help you understand what a buyer needs to know, feel and understand about your product or service before they call you.

The last thing that you want to do is launch a product, service or program without a deep understanding of your ideal client. Perhaps 2 out of 10 people in your target audience are ready to make a purchasing decision.  The remaining 8 are mildly interested. Therefore, if you are trying to “sell everybody”, you’re wasting 80% of your 5most valuable resources –time, attention, money, energy and intellectual property. Taking the time to strengthen your ideal buyer client profile will demonstrate why you are the perfect choice to hire.

I believe that cultivating clarity in this area has tremendously supported me when it comes to content creation, sales strategy, marketing strategy. In this masterclass, you will: Clarify The Needs, Desires and Pain Points of Your Ideal Client; Learn How To Attract New Customers and Sell More to Existing Customers; Discover The Things Customers Want But Won't Tell You; Recognize The Real Reasons Why People Invest in Products, Services and Programs; and Understand Why You Sell Emotions Not Features. Ultimately, the purpose of this conversation, to get really clear about our people and how we can best serve them.


No need. No purchase.

Entrepreneurs are paid to help clients solve problems and overcome challenges. They may be simple or complex. The most important thing to remember is that without a need, there will not be a purchase.

Sales are born from desire. Desire is triggered by internal or external stimuli. The desire may be fueled by a desire to become the best versions of themselves or they happen because the client’s coping mechanisms are not working.

Keep in mind that people will never hire you if you hurl judgment, criticism, sarcasm, guilt and shame on them. They have enough problems without you trying to make them feel small and insecure. Heal yourself so that you can light the way for others.

Brand Promise.


Imagine a client is standing in front of you with your favorite bouquet of flowers. Their eyes fill up with tears and you see the love they have for you. They step forward to embrace you. In their presence you feel cherished. They say “thank you for supporting me”.  In their voice, you hear gratitude. As they share the experience of working with you, you feel respected and valued. Their “testimonial” expresses deep and profound appreciation for your presence in their lives. You look into their eyes, and say “thank you for showing up, telling the truth and doing the work. Thank you for joining me on this journey.”

Your brand promise reflects your passion and fulfills the needs of your ideal client. Now, with this in mind, write down how the experience of working with you made them feel. Next, write down what they know now that they did not know prior to working with you. Finally, what can they now achieve to accomplish with ease as a result of your work together?

Quick example, perhaps prior to meeting you, she was a frustrated business coach. She loves her existing clients, but doesn't earn enough money to pay her bills with ease. She was is in burn out and emotional fatigue, knew her existing clients couldn’t afford a higher rate, and the thought of working with more people felt overwhelming. She was tired of feeling inadequate about her finances, so she hired you. She was determined to find out what she needed to do to change her relationship with money in order to grow her business. You provided a safe place for her to give voice to her desires and concerns. You taught her how to create a buyer persona, buyer journey map and revenue strategy. She applied your strategies and as a result, she has tripled her income and is surrounded by clients who absolutely love and appreciate her.


Five Types of Buyers.

There are five general types of buyers who can benefit from your knowledge, wisdom and solutions: consumers, businesses, governments, educational institutions, and non-profits. Each of these buyers has very different needs, decision criteria and buying behaviors, so you will need to move beyond demographic data. To support your efforts, I’ll share questions to support the development of your buyer persona, empathy map, buyer mood board and buyer journey map.

Taking the time to create buyer personas allows you to clarify the wants, needs and desires of your ideal client and whether or not there is a product-market fit. Knowing your customers is also important because you'll need to produce marketing materials using language that resonates with your readers. If a person does not feel like you are speaking directly to them, the likelihood of them becoming a client is pretty much nonexistent.

Buyer Persona.


A buyer persona will help you understand what a buyer needs to know, feel and understand about your product or service before they call you. For our purposes, this is a visual discovery of your ideal client's demographic data, and psychographic data (thoughts, beliefs, attitudes, addictions, desires, fears, work habits, social habits and financial habits).

For my visual friends, please feel free to create a buyer persona mood board where you pull together visual elements, words, and images catered to your target audience. The most popular way to create your mood board is using poster board, scissors, glue, and magazine cut outs. Or if you are design savvy, consider using Pinterest, Canva, or Adobe Photoshop.

To make your Buyer Persona Mood Board, gather images like: The hobbies that he/she enjoys; The places he/she likes to frequent both online and offline; What he/she likes to wear; Time spent at work or play; The products he/she cannot live without; Books and magazines that he/she loves to read; Entrees, appetizers, beverages and desserts that make his/her mouth water; Vacation destinations that allow him/her to relax, rewind, refresh and renew; Yoga and/or exercise poses that help him/her to achieve vitality and wellness.

Basically your intention is to find things that represent your beloved buyer’s interests. I promise you that once you have clarified your target audience – you WILL be in a prime position to attract  those you are meant to serve.

Demographic data.

Demographic data alone will not support your marketing and sales efforts. You will waste huge amounts of time, energy and money attempting a mass-market approach.

Does he/she prefer to be identified as male, female, heterosexual, lesbian, homosexual, transexual, bisexual, pansexual, polysexual, omnisexual, ambisexual, or fluid?


Age? Baby Boomers (Roughly 50 to 70 years old); Generation X (Roughly 35 – 50 years old); Millennials, or Generation Y (18 – 34 years old); Generation Z, or iGeneration (Teens & younger)

Income level? (Poverty, Working Class, Lower Middle Class/Blue Collar, Upper Middle Class/Professional, 5%, etc.)

Does he/she require assistance for disabilities that may be medical, mental, or psychological in nature?

Single, engaged, married, widowed, divorced, or in a complicated relationship?

Retired? Active senior? Grandparent  raising grandchildren?

Single parent? Parent of a newborn? school age children? teenagers?

Where does he/she live? (i.e. RV, boat, a condo, duplex, mobile home, townhouse, apartment, single family home, etc.)

 Does he/she drive an electric car, motorcycle, mini-van, sports car, SUV, truck or luxury sedan?

Work habits.

Work habits are those designed to help you become productive, efficient, and effective. The ultimate goal is creative self-expression fueled by a compelling mission, vision and purpose.


What is his/her Education level? (Less than high school? High school graduate, no college? Some college? Trade School/Certification? Two Year Degree/Associates? 4-year degree/BA/BS? Master’s Degree? Doctoral Degree/PhD? Professional Degree/MD/JD?) 

Employee for a small business, corporation, non for profit, tech-firm, manufacturer or government agency?

Owner of a retail store? Online store? Franchisee?

Service based entrepreneur? Salesperson? Coach? Consultant? Speaker? Trainer? 

Working full-time job, part-time job, a retiree, or even about to reach retirement age?

Low-tech? High-tech? Clean-tech? 

Which magazines does he/she like to read for professional development?

Is he/she a member of an association? Which one(s)? What is her primary need/concern in life?

List the TOP 3 reasons she will “follow you” or read your content regularly?

Why would he/she share your business with his/her boss, colleague, employees, and strategic partners?

List 3 business problems he/she is looking to solve by working with you.

Does she have the support of his/her boss, colleagues or employees?

Social Habits.

Communities are fascinating, whether online or offline. Some communities encourage and celebrate diversity and creativity. Others do their best to keep their people feeling small and insecure. As an entrepreneur, you have the ability to create a safe space for your people to become fully self-expressed. Your community succeeds when the members unite around a cause, goal, burning desire, or an unfulfilled need that connects them. Ideally, they have other reasons to resonate and bond with each other. All this helps you create a fabulous community culture that keeps them coming back for more.

Does he/she have a passport?


When on vacation, does  he/she prefer to travel primarily by car, bus, train, cruise ship or airplane?

Introvert or Extrovert?

Is he/she a member of an association? Which one(s)? What is her primary need/concern in life?

List 3 personal problems he/she is looking to solve by working with you.

List the TOP 3 reasons she will “follow you” or read your content regularly?

Why would he/she share your business with others?

Does he/she have the support of spouse, family and friends when it comes to hobbies and social interactions?

Does he/she like to volunteer? If yes, where?

What TV shows does he/she like to watch?

What types of movies does he/she prefer to watch?

What blogs does he/she like to read?

Does he/she participate in a book club? 

Which magazines does he/she read when feeling stressed?

What publications does he/she read on a Sunday/Monday morning?

Does he/she prefer to draw, paint, dance, sing, scrapbook, make jewelry, sew or garden

Where does he/she spend the majority of his/her time online? Pinterest/ Facebook/Google+ / Twitter / Instagram/ YouTube / Linkedin/ Social Soiree’s /Snapchat/ Other social platforms? (No offense, but some us prefer face to face engagement. Not everyone wants to be tied to their computer.)

What type of outdoor activities does he/she participate in?

Does he/she play a sport and/or attend sporting events? If so, which ones? 

Are they a bully offline and/or keyboard ninja online? (Observe how people behave differently online than they do in person. Online they will say the nastiest, meanest things you’ve ever heard in you life. Offline they are cowards who try to bully others because of their insecurities.)

Financial Habits.

Financial habits reflect your ability to acquire, save, invest and re-circulate money. Ladies, it is important to keep in mind that we all have different desires, therefore the way that we handle money will vary.


When buying a product, service or program, does he/she  looks for which of the following features: (a) Overall quality, (b) Economic value, (c ) Personal satisfaction, (d) Innovation, (e) Practicality, (f) Popularity, or (g) Familiarity? 

Does he/she prefer to shop at Amazon, Whole Foods, Wal-Mart or K-Mart?

Is he/she a Starbucks drinker?

How does he/she allocate discretionary income?

What is his/her frivolous expense each month?

Does he/she have at least $10,000 in his/her savings account?

Does he/she avoid handling money, leaving it a lover, friends and family?

Does he/she receive money from alimony or a trust fund?

Does he/she invest in coaching and consulting services? Is he/she in the middle of any other coaching program? 

What major investments has he/she made in the last 3 years?

People Buy Feelings.

Your ideal clients have experienced heartbreak and heartache. They are willing to invest in experiences that make them FEEL seen, heard, and cherished.


Studying the emotions of an ideal client provides an understanding of who she is and where she comes from, but also reveals how she might be dissatisfied with the status quo. This is because her emotions are drivers towards pleasure or pain. At face value, positive emotions seem to be much more fun, but relief from a negative emotion can be incredibly pleasurable as well.

Her past experiences and current level of knowledge may or may not directly impact why she chooses to take the action step of working with you. However, this will give you an idea of what’s going on in her life before she decides to make an investment.

Tell your ideal clients “When you bridge the gap between who you are and who you yearn to be, you leave behind old ways of being and of doing things. You leave behind the stories and limiting beliefs that stunt your growth and shrink your imaginative capacities. You leave behind the habits that suck your energy and weigh you down,”

Get started by crafting deluxe experiences that soothe and pamper them so they happily become loyal clients. Think about luxury brands with raving fans that pay top dollar for their creations and services. Chanel. Cartier. Rolex. Hermès. Louis Vuitton. Are there cheaper options? Yes. Are there other brands with similar offerings? Yes. Do their raving fans care about the cheaper and similar options? No.  Why? Because they’re loyal to the luxury brand that delights them and makes them feel like superstars.

Buyer Empathy Map.


Dave Gray is the founder of XPLANE and author of Gamestorming. He designed the Empathy Map many years ago, as part of a human-centered design toolkit. This empathy map helps teams develop deep, shared understanding and empathy for other people. People use it to help them improve customer experience, to navigate organizational politics, to design better work environments, and a host of other things. For our purposes, we shall use it to strengthen our buyer personas and customer journey maps.

First of all, please use one canvas per customer segment, in order to have clarity around who you are empathizing with.

What do they need to do? No worries, you are not to going to boss anyone around. You simply need clarity around what they need to do differently or stop doing altogether, in order to achieve their desired result.

Describe what your ideal customer sees in their environment:

  • What do they see in their personal and professional life? Are they happy, bored or sad when it comes to living + working in the same place surrounded by the same people?

  • What do they see while surfing online? Are they looking at job ads, shopping, watching Netflix and YouTube, watching porn, reading social media posts or reading ebooks?

  • What do they see while out and about? i.e. When I was a real estate broker, I noticed that the pen that most businesses use when they give you the credit card slip to sign, would be a great advertising opportunity for me. I asked every single establishment if I could become their pen supplier. Of course they said “yes”, because this expense was now covered by me. I paid for very nice pens to ensure that customers “stole” them. It makes me smile every time I get a call from someone who “stole” my pen 10 years ago!

  • Who are the key people in their environment? Family, friends, work colleagues, associates? If this person has influence, they have the ability to support your efforts to reach a larger audience.

  • What kind of offers are they exposed to? Fee based or complimentary? Individual or group experiences? The more familiar someone is with a specific approach, the clearer you need to be about how you do things differently than someone with a similar offer.

  • What problems do they face? Are they emotional, spiritual, physical or financial? There are many problems that can be solved without the aid of a therapist or licensed professional. For example, many home based entrepreneurs at times feel isolated and lonely. Online and offline events, meetups, retreats and conferences shift them out of this energy.

  • What do they see in the online marketplace? I don’t know about you, but Etsy, Creative Market, Creative Live, and Amazon has some of the coolest products ever!

  • What do they see others saying and doing?

  • What are they watching and reading? This information is pertinent if you desire to advertise in digital or physical television or in magazines.

  • What do they see when traveling? Do they prefer to dine or shop? Do they prefer the ocean, beach, mountains, forest or city?

Imagine what your ideal customer would say in public or private:

  • What have we heard them say? Are their words filled with positive expectancy or the opposite?

  • What can we imagine them saying? Which movies, cars, restaurants, products, , services and travel destinations do they talk about?

  • What do they say matters to them? For example, do they say that relationships are important, yet, never take the time to learn how to communicate and build intimacy?

  • What are the differences between what they say and what they think? Do they say “yes” out of guilt and obligation?

Describe what your ideal customers do:

  • What did they do today? Did they spend their time delightfully engaged in their work?

  • What behavior have we observed? Do they find it difficult to honor their commitments due overwhelm?

  • What can we imagine them doing? Are they waking up at 5am to workout? Are they cooking healthy and nutritious foods?

  • Do they influence anyone? Are they speaking words that lift people up or the opposite?

  • How do they behave in private versus in public?

Describe what your ideal customers hears in their environment:

  • What are they hearing from family, friends, and colleagues? Are the words encouraging and supportive or the opposite? For example, when I worked in the international aviation industry, one of my co-workers said to me “Why are you going to college? This is a good job paying $25 an hour. College is a waste of your money. Look at all of these college graduates driving cabs.” I remember smiling inwardly and thinking to myself “There is no way I am allowing your negative attitude to spill over into my life. I literally skipped to classes that day.

  • What are they hearing second-hand? Are they listening to factual information or gossip?

  • What are they hearing others say? Is it educational and entertaining or fear based rhetoric?

  • Who are their main influences? How are they influenced? Through what means? I remember being in a Starbucks once, and asking the barista for the name of this song that was playing because it was so beautiful. I immediately went to iTunes and downloaded the album. His name is Damien Escobar, and the album is “Sensual Melodies.” I then googled him and was stunned to discover that he was going to be playing in Dallas two weeks later. Bought the concert tickets and also followed him on Facebook, Instagram and Twitter.

  • What are they listening to on the radio? Do they prefer music or talk radio? If they love talk radio, what topics are of interest to them?

Try to outline what is in the mind of your customer:

  • What really matters to them (and what they do not say)?

  • What moves them? Which philanthropic endeavors light them up?

  • What are their dreams and aspirations? Do they want to start a new business, sell an existing business, send their children to college, retire with a million dollars, pay off their home, purchase a new car, purchase a new wardrobe, lose weight, and/or meet their life partner?

  • What are their concerns? Are they fearful that they cannot earn enough money to meet payroll or take care of their financial responsibilities?

Think about what concerns your customer:

  • What really concerns/frustrates them? Is the problem related to health, relationships, career, or money?

  • What obstacles do they encounter to reach their goals? Is it an addiction, unsupportive spouse or demanding supervisor?

  • What risks do they have to assume? Are they terrified of intimacy? Do they live and work in a “safe” environment? Do they face occupational hazards?

Think about the motivations of your customer:

  • What do they really want or need to achieve? In what are of their lives are they in need of peace of mind?

  • How do they measure success? Is it tangible or intangible?

  • How do they try to achieve it? Are they looking for shortcuts or are they willing to show up, tell the truth, and do the work?

Ladies, studying your ideal clients on an intimate level, provides an understanding of who she is, where she comes from, and how she might be dissatisfied with the status quo. Their past experiences may or may not directly impact why they choose to work with you, but they do give you and idea of what they're up against before they decide to work with you.

Buyer Anxiety


Bring your own experiences to your business. No one has been through what you have been through and you bring a completely different view than anyone else in your industry. 

Sharing your own personal stories, setbacks, and successes will make people see you as different from a sea of sameness. Instead of being ashamed of my business failure, bankruptcy, foreclosure and divorce, I used those experiences as learning lessons and stepping stones. You can do the same. 

Think about your ideal client’s tolerations and desires - emotionally, mentally, physically, spiritually, financially. What does your ideal client desire?

Is your ideal client feeling unseen, unheard, misunderstood, alone, abused, afraid, unsafe, unlovable, etc.?

What people, places, situations has your ideal client been tolerating? What does your ideal client secretly yearn for but is afraid to admit?

Think about your ideal clients addictions, secret passions and unspoken desires for food, drugs, sex, money, power, revenge, etc. What are her internal drivers of these struggles (even if she is not aware of them)? i.e. toxic stories - inadequacy, perfectionism, not fitting in, rejection, lack of freedom, not being able to live life on her terms, lacks the freedom and support to create, feels powerless, does not know how to lead etc.).

In what ways is the ideal client disconnected? from her emotional body? Physical  body? Relationship with family/friends/spouses/lovers/children/etc?/Relationship with money?  Feelings of sovereignty?

What situation does the ideal client consider as a “rupture” (abortion, miscarriage, cancer, divorce, bankruptcy, foreclosure, death of child/spouse/parent, being disowned by church/family, nervous breakdown, etc.)?

It helped me to create prompts to help me understand my ideal client’s anxiety.

For example: My client is looking for a better way to communicate in her relationship. Why? Because she is tired of arguing about every little thing. My client feels angry about the fact that when she's speaking to her spouse, there is no eye contact and she feels unseen and unheard. My client has been tolerating powerlessness and financial dependence on her spouse. She wants a divorce and she also wants to experience financial freedom. My client feels inadequate and unsure of her ability to make enough money to support herself and the 2 teenage children if she were to get a divorce. She has a “secret” Instagram and Pinterest account. She feels invisible and is looking for a better way to gain visibility because she wants to launch an organic skincare line. My client feels anxious and self-conscious about being visible. Her spouse is not supportive and wants her to focus on being a wife and mother. Her Mother just died with her dreams unfulfilled. She does not want to die with her potential still inside. She yearns to be a famous makeup artist with her own line of organic skincare products. My client believes that her spouse and children will not honor her boundaries and seek to sabotage her with a never-ending to-do list of chores and errands.

Buyer Anxiety 2.


You have to know the seat of buyer anxiety because this my darlings is why they buy. That's the truth of why they're purchasing. But they're never going to say that. So, this is the power of listening and trusting your intuition. If you ask the right questions, you will pull it right out of them, and they will tell you the truth. And then they'll say to you, “oh my goodness, I can't believe I just told you that.” Here are 4 more prompts to strengthen your understanding:

My client is worried about not having enough clients sign up for her new coaching program.  The fear of failure and not being able to support herself is keeping her up at night with worry. My client is imagining that she alone, broke, homeless. My client secretly feels that no one will purchase because she feels like an imposter. She also struggles with feeling unlovable, unworthy, and undeserving. My client secretly desires her own television network, which she imagine will bring her confidence, fame, wealth, more pleasure

Like I said before, understanding how your ideal client feels during every step of the journey, helps you tremendously. You can create content that is specific to their wants, needs, and desires.

Buyer Expectations.

Unfortunately many women were socialized that women are to be seen and not heard. These women are terrified to voice their desires and expectations for fear of their personal safety. As a result, they will use hints and passive aggressive language. It is your responsibility to honor your value proposition. Take the time to write down a list of buyer expectations. This will help you to be honest when it comes to project scope and companion deliverables.


Once a person sits down and says “I'm sick and tired of being sick and tired.” They want change yesterday, because we are in the microwave generation. We have to tell the truth. And you'll meet a lot of advertisers and marketers out here who'll make it seem like they have magic wands and they can wave it over people's lives, and magical situations happen. People actually believe that they'll lose a hundred pounds in their sleep within three days; they’ll find the lover of your dreams today on a TV show and you'll be married happily ever after; and all sorts of wild and crazy expectations. But here's the thing, where is that expectation coming from? What is the desire underneath the madness? It is our job as entrepreneurs to find out so that we can help them.

Let’s pretend that you are professional speaker. I’ll share a few buyer expectations to deepen your understanding.

  • My client expects to be treated with respect. They expect me to answer my phone or respond via email in 24 to 48 hours.

  • My client expects me to deliver an educational and inspirational speech that is relevant to her audience of dentists.

  • My client wants change yesterday.  She does not want to experience mockery and rejection when she just paid me for a $1,000 hair, makeup and wardrobe session.

  • My client would feel angry and embarrassed, if my presentation at her Church Conference was laced with profanity, sexual innuendos, and hate speech. (What will she feel if you do not do what you promised? Probably anger, betrayal, shame, guilt, and embarrassment.)

  • My client would be wowed if the audience stood up and cheered after her speech; she received numerous requests to return; and productivity increased as a result of suggestions made during her presentation. (Did she feel like doing a mic drop? Does she feel like a superhero?)


Buyer Journey Map.

One of the best pieces of advice that I can offer you is to take the time and draw out a buyer journey map. This will provide the information needed to determine how a prospective client goes from not having a clue who you are to investing in one of your products, services, programs and/or experiences.

Stage One: She feels like something is missing, or that something could be different, or that she’s not living the life she wants to live. She is still in the complaining, whining and bitching stage. She may even feel helpless or hopeless.

Stage Two: She has experienced a rupture in her life and can no longer ignore the problem. She is in the awareness stage and desires change today! She asks some of her friends or colleagues for advice, but leaves out anything that makes her feel shame, guilt, and/or embarrassment. She asks a different group of people for a referral. She goes onto Linkedin, Google or watches YouTube videos with a search term for her problem. She is in full research mode. Therefore, your content - whether audio, visual or written - must give voice to her unmet desires - both on a personal and professional level.

People come online for information, education or entertainment, NOT necessarily to invest in coaching, consulting, speaking and training products, services, programs and experiences.

Therefore, during the awareness stage, please keep in mind that unless referred directly to you by a family, friend or colleague, your Ideal client may not be aware of you, or your offers.. Let me say that in a slightly different way: At this stage, she is probably NOT aware of the benefits of your product, service, program, retreat, association or academy. Therefore, your goal is to create micro-content that is buyer-centric, attention-grabbing, concise, engaging. easily consumable, and macro-content that your ideal client will find relevant, entertaining and educational. By doing so, you will be seen as an entrepreneurial  leader who can help them to get results.

Your individual offers may be topics in and of themselves, but more often they are a solution that's supported by the content you create. Thus, the content points to your solution as the thing your audience needs to buy to make their life even better. It may not be the only solution, but your content should give people the idea that it's a great solution. This approach subtly reveals that you will address their problem in a clear, concise and direct manner. This is an important building block when it comes to communicating that you will save them time, money, energy, etc. If they feel that you have value, they will naturally reveal their interest and conduct further research , which may or may not move them towards a sales conversation with you.

Stage Three: She is the consideration stage of determining which products, service, and programs are the best fit for her. She will look at the offers very closely to determine which one addresses her fears, wants, needs, secret desires, schedule and budget.

During the consideration stage, it is imperative that the information on your website or social media channels is up to date, relevant and speaks directly to the desires of the client. The most important thing is alignment and consistency. Be the same person online and offline. Be consistent in your service delivery so that it is crystal clear you are the person that can take them from where they are to where they desire to be and beyond.

Stage Four: Purchasing decision made based upon who addressed her anxieties, doubts and unspoken expectations.

During the purchasing stage, lead with love. Present a solution that is mutually beneficial, listen to their feedback, and let them decide how to respond to you. Do not shame or embarrass them for their circumstances, hang-ups, or concerns. No one owes you anything, so do not attack or belittle them, or try to make them feel like dirt because they can’t or won’t work with you yet. If they decline your offer, let them know you’re happy to work with them if they change their minds, and move on with the clients who’re ready for you. You only want the people who want you too, not the ones who’ll buck and complain every step of the way. 

Stage Five: After her purchase, if you have an up-sell, cross-sell, or down-sell offer, she may purchase companion and/or complimentary products, services, programs, and experiences.

After a client invests in themselves through you, be phenomenal. Wow their socks off.  Surprise and delight them with VIP treatment and luxe goodies. Believe me, phenomenal customer service will never go out of style.

Stage Six: If she is satisfied with the results, and your level of service and engagement, praise will spread like wildfire. She is now a customer evangelist and will tell everyone about how you are pure awesomeness. If she is dis-satisfied, and you do not address her concerns, you will be asked for a refund and your reputation in the marketplace will be damaged.


A buyer persona is a representation of who you want to work with. If you take the time to do some of the things that I've suggested today, you're going to be able to create social media posts, blog posts, articles, videos, audios, speech topics that resonate with your ideal client.


The empathy map will help you to understand your ideal clients in an intimate manner.

Confused buyers do not buy. Aligning both with the customer journey map will help you develop congruency in all forms of communication from your brand story to your marketing matierals, both online and offline.

Questions and Answers.

I’m opening up the call for questions at this time. We don't have very much time today for a full-blown Q and A. So, if you have questions, do me a favor and place them in the comment section of the blog post. It will be found on my website

What are some affordable ways I can show buyer appreciation?

Going the extra mile does not have to be expensive; it simply has to be thoughtful. Write a handwritten note. Pick up the phone and call them. Just a call to say “hello, how are you?” No sales pitch or request of any kind. If you find yourself in the same city with several clients, invite them to dinner. Take them to a baseball game, pay for admission, hotdog and a beverage. Invite them to the movies, pay for admission and popcorn. Buy every client a box of girl scout cookies. If a family member is sick or dies, send flowers. Buy gift cards or cute gifts from Etsy and Amazon. The list could on and on. Look closely at your buyer persona and use your imagination.

I think you said that buyer personas helped you to cultivate courage or clarity, I cannot remember which. In what way?


My philosophy is that I am a student of every client that comes to me. It's not the other way around. I am the student because I'm learning more about myself through each client. I’ve had “positive” and “negative” personas show up in the people that I’ve worked with over the years. This is why I reminded you earlier to love your people, no matter how they show up. The ones who are controlling and manipulative will teach you how to set boundaries. The ones who love to laugh and have fun, will teach you how to lighten up and enjoy life. The ones who are artistic and creative will teach you how to unleash more of your creative potential. The ones who are spiritual, not religious, will teach you how to sit in the seat of personal sovereignty. The ones who are loving and kind, will teach you self-love, self-acceptance and self-compassion. The ones who are healthy, will teach you self-care. I think you get the point.

I know that every person is different, however, is there something that everyone wants?

My belief that every client expects, at a minimum, that:

  • You clearly outline the problem and your proposed solution.

  • You speak directly to their hopes, dreams, aspirations. You have tools to help them heal their mind chatter and fears. .

  • You’ve taken the time to describe your offers from a lens of specifically how it brings value to their life. Meaning, how is this going to help them save time, money, and energy? How is this going to help them feel loved, lovable, empowered, worthy, deserving, vibrant, sexy, smart and confident?

  • They don’t realize it, but they want you to clean up your business model so that every quadrant is working effectively.

  • They cannot always tell the difference between you and those with similar product, service, programs and experiences. Therefore, they want you to Illustrate, with humility, humor and human-ness, how the experience of working with you will be different.

  • They expect you to propose a mutually beneficial timeline and product/service roadmap.

  • If applicable, they would like to be introduced to the benefits offered by your team, vendors, joint venture partners, alliance partners and affiliate partners.

  • You have a healthy relationship with money. They want written contracts, clearly presenting your deliverables, payment terms, cancellation policies, and so on.

Thank you.


Ladies, I appreciate your time and attention. My business exists because I believe that women are the most untapped resource in the world.  I am committed to helping women productize and monetize her expertise so that we can all live fuller, richer and more rewarding lives. 

Thank you in advance for sharing this video and transcript with a woman who wants to grow herself and her business. See you tomorrow for the conversation “8 Sure Fire Strategies to Increase Profit.”.