The PA Advantage

Why PA?

Persona Architecture get’s better results. It is that simple.

With better results, you can better market, sell, grow, be known, and make a difference. With better results, you can rise above competitors. With better results, you can grasp your goals faster.

The trick is how Persona Architecture works. It’s like a fitness plan: you can have the best plan, but if you don’t do the work, it will not give you benefit. Simple.

Just because it is simple doesn’t mean it is easy. Persona Architecture is not only an investment of resources, but it also requires an adjusted way of thinking about your customers. It requires that you simply learn and pay closer attention to what they prefer. Persona Architecture will give you better results because you are giving customers more of what they need when they are in the market for what you sell. Persona Architecture is a process of continuous improvement that begins with a simple premise and continues with dedication to getting better and better at communicating to your customers.

You have likely already been working hard on meeting your customers’ needs – most competent businesses do. What they usually lack is the process, and focus to bring it all together in a profitable way. Persona Architecture is just such a process. It can help take a lot of the guess work out of building your site, your sales process, your marketing.

Persona Architecture uses ‘predictive models of customer behavior‘, or ‘personas’ for short. We use these personas to help us determine not only HOW to communicate your cause more effectively, but also WHAT and WHEN to communicate to them. Personas are based on centuries of human behavior modeling and give us a solid foundation on which to build your communications platform.

If you just want to get a decent website up, or get a blog up at the lowest possible price, move on. If you think there is a magic box that you can turn on to get better results, you should move on. If, however, you are ready to invest in an effective process that will allow you to learn to get better at communicating and relating to prospects, then we expect tohear from you.

Why PA?

Persona Architecture get’s better results. It is that simple.

With better results, you can better market, sell, grow, be known, and make a difference. With better results, you can rise above competitors. With better results, you can grasp your goals faster.

The trick is how Persona Architecture works. It’s like a fitness plan: you can have the best plan, but if you don’t do the work, it will not give you benefit. Simple.

Just because it is simple doesn’t mean it is easy. Persona Architecture is not only an investment of resources, but it also requires an adjusted way of thinking about your customers. It requires that you simply learn and pay closer attention to what they prefer. Persona Architecture will give you better results because you are giving customers more of what they need when they are in the market for what you sell. Persona Architecture is a process of continuous improvement that begins with a simple premise and continues with dedication to getting better and better at communicating to your customers.

You have likely already been working hard on meeting your customers’ needs – most competent businesses do. What they usually lack is the process, and focus to bring it all together in a profitable way. Persona Architecture is just such a process. It can help take a lot of the guess work out of building your site, your sales process, your marketing.

Persona Architecture uses ‘predictive models of customer behavior‘, or ‘personas’ for short. We use these personas to help us determine not only HOW to communicate your cause more effectively, but also WHAT and WHEN to communicate to them. Personas are based on centuries of human behavior modeling and give us a solid foundation on which to build your communications platform.

If you just want to get a decent website up, or get a blog up at the lowest possible price, move on. If you think there is a magic box that you can turn on to get better results, you should move on. If, however, you are ready to invest in an effective process that will allow you to learn to get better at communicating and relating to prospects, then we expect tohear from you.

The PA Process

The Simple Process Overview

Step 1 – Uncovery

First, we begin by uncovering everything we can about you, your goals, your business, and your products/services. Then we begin learning about your customers. If available, we use your existing customer research; if not, no worries. We have developed methods and interview processes that will help us learn more about your customers and their behavior preferences. We then begin to sort this information for the next step.

Step 2 – Persona Creation

Armed with as much information as we can gather, we create your personas. You will likely end up with 4 personas or less. Each persona represents a segment of customer behaviors and all personas together will represent the totality of common behaviors as they relate to your product. Your personas will have names, demographic data, and psychographic elements.

You will ‘get to know’ your personas. You will be able to empathize with them, share them with your team, and then ultimately write and market to them. Personas simply make it easier for you to relate to your audience and their needs. They take you out of your own biased view of your product/service and put you in the customers’ shoes.

Step 3 – Persona Selling Funnels

Now that your personas are complete, we begin mapping how they will behave in the buying process. We take into account how they will behave at each step of the buying process, then we plan the content they will need to move forward in the buying process, and plan every step through the close. We can even plan post close and upsell funnels. We typically create 3 funnels per persona to get you started. We identify what type of media to use, online or off, and what type of message and style each persona will need. We plan the micro actions and conversion actions based on the goals you set out in the uncovery. Literally everything can be planned to account for your personas.

Step 4 – Implementation

Now that the planning has taken place, you must go about implementing those plans. This is where you and your team take over. We have methods and processes to help you create online and offline marketing, as well as methods to create book outlines, blogging platforms, social media, etc. As you implement the plan, we will provide expert feedback on how well you are meeting the needs of the persona and how close you are to fulfilling the original selling plan.

Step 5 – Testing and Refining

Our expert feedback on your implementation is just the starting point. Ultimately, the spirit of Persona Architecture (and the science of it) requires that we give your customers the final vote. Observing customer behavior using analytics, dashboards, and research or customer feedback, we can test against our original plan and improve it again and again. During this step we ask the question: are your customers doing what we anticipated they would do at each step? And because each step is planned, it is much more efficient to see what is working and what is not, and tweak individual stepsin the planned sales funnel.

Oftentimes, we find that our clients are pulling out older, failed campaigns, making a persona-based tweak here or there and breathing new life into old ideas. It wasn’t that that campaign was bad; all it needed was a critical piece of information for a persona or two to turn it into a winner.

Step 6 – Repeat Steps 3 through 5

From this point, you can use your personas for everything. You can plan and test new campaigns going forward, generate new product or service ideas, or even evaluate customer interactions. Persona Architecture can be applied to a single marketing campaign, or you can infuse this way of thinking into your entire company and filter every customer interaction through this process. For many companies, it takes effort up front, but once the team begins to get results, they begin using PA for everything.

Promote A Book is an expert in this proven process and will help you apply it on any scale you see fit. Please contact usand let us know how we can put Persona Architecture to work for you.

Who Uses PA

Who Uses Persona Architecture?

Anyone can use Persona Architecture to improve their marketing, selling, and communication efforts. Whether you want to build your business, build a name, or make a difference in the world, chances are you can improve your message, broaden it’s appeal, and move more people to take action.

The companies and individuals that have used Persona Architecture come from adiverse background, from Fortune 500 corporations to one man shops. We have used Persona Architecture processes with authors, direct marketers, thought leaders, online retailers, offline retailers (low and high-ticket), realtors, lawyers, high tech firms, financial institutions, financial advisors, charities, churches, publishers, insurance brokers, educators, photographers, artists, musicians, sales trainers, and the list continues.

If you already communicate well, Persona Architecture will help you do that more effectively and efficiently. If you don’t, then you need Persona Architecture to get you started down that path. Persona Architecture is about connecting you with your customers using personality typing as a foundation. What you sell doesn’t matter nearly as much as how you are selling it. That is why it will work for any type of business, whether you are selling B2C or B2B, or even promoting a cause.

Although Persona Architecture can work for any company, not every company has what it takes to do Persona Architecture efficiently. Typically, companies that do not have a strong commitment to improving customer relationships will fail to implement Persona Architecture, and companies that use deceptive or high pressure sales (and desire to continue to use those techniques) will also fail using our process. We don’t see this as a failing of Persona Architecture, but simply a lack of commitment. Persona Architecture takes work and a level of planning many are not accustomed to applying in this context. It is not for the faint of heart.

Your message and your product/service offering is unique, right? Persona Architecture is not a one size fit all tactic; it takes into account what is unique about what you do. The Persona Architecture process learns about you, your offering, your message, and most critically, your goals. Only AFTER this can we begin focusing on how to present it to your customers in a more effective manner.

The Results

Right now, Promote a Book is working to get the permission of our clients to share their success stories so that you can follow up and check our work. This is turning out to be a little more difficult than expected. As it turns out, many of them don’t want their competitors to catch wind of what they are doing. We don’t blame them. In the meantime, here is a peek at a few recent results.

• Testing a product presentation page – a recent client improved time its visitors spent on its page by 32% and increased the overall conversion by 3%.
• Changing an offer/landing page – a recent client quadrupled their conversion rate on the offer from .4% to 1.6%.
• Doing a complete site redesign – a high traffic, high profile client increased its overall online sales by 79.4%.
• A lead generation-based high-end consulting B2B company redesigned their entire site using Persona Architecture. They literally went from 1 lead/week to 2 leads/day in a very niche category.  Their average online lead value is about $1000, so this means they anticipate their online channel to feed them $730,000 in additional business over the next year.

If you would like to know more about our success, please contact us and we will be happy to put you in touch with a few our clients that are willing to share their story one-on-one with you.  Or if you just want to get started, we are ready to take your site to the next level.

Individual PA Services

Persona Architecture Services

At Promote A Book, we offer a wide range of Persona Architecture services designed to fit your needs and budget.  Explore the options below or contact us.  We’ll be happy to work with you to find the service that is just right for you.

Website PA Analysis – Work with our team of Certified Persona Archtitects to discover your website’s weaknesses. Then, use the recommendations made in the analysis provided to improve your site.

Standard PA Website - So you don’t have time to create a website that appeals to the four Myers-Briggs personality types in your market niche? No problem. Just enter your info and it’s ready to go! We have seven different standardized websites from which to choose.

PA Basic - The PA Basic website service gives you the benefit of a well-planned, customer-focused website at an efficient cost. Your site will include 12 pages planned and designed for 4 basic personas. This is a turnkey service that includes basic PA planning, basic design, development, and Persona Architecture copy all included in the one time $5000 fee.

Customized PA Website - Want a website that’s built to appeal to the four Myers-Briggs personality typesand is customized for your business? This website service includes an initial consultation and personas customized for your market niche and business.

Full Persona Architecture - With our Full Persona Architecture service you receive a full website Uncovery consultation and analysis, and customized personas—the complete package for your website overhaul!