"Why am I a bit Persona obsessed? Because, in the 3000+ projects I've completed, they have proven over and over to be
the single, most powerful tool that a marketer (who cares about results) can have."
- Phil Cave, PSM Founder -
Of course it would. We all want the products and services that make our life better, our job easier, boost our ego, make us more money or help us to avoid any pain, danger or trouble.
They are the products and services we end up buying... and we want to buy them on our terms.
So how would it sound if I could tell you that you could work that out for each of your prospects and customers?
Persona-driven marketing is THE most powerful tool I've ever discovered to drive more leads and conversions.
" Working closely with Phil and his PSM methodology was an incredible experience. His insight and attention to detail was impressive - watching him map out the different customer journeys for each of our Personas was an education. What's more it worked - sales have more than doubled.
Digital Marketing Manager
Royal Bank of Scotland
They're 101% conversion focused
Blending CRO, Psychographics and Persuasion Psychology - PSM Personas are based on a powerful, proven process that converts an average of 82% more prospects.
Create bespoke persuasion funnels
There are 7 main principles of persuasion, but which ones work best for your customer groups? PSM Personas map that out for you - and show you how to execute them.
People are anything but vanilla
A strategy that tries to be everything to all people results in bland, vanilla campaigns. Don't do it, it's lazy and doesn't get sales. Ever. Targeted Personas will always win out.
Use the Lizard and the Elephant
My little-known buddies will articulate what really matters to your customers with such accuracy that I guarantee that your conversions will sky-rocket.
They stop you trying to sell
Yep, that's right. You don't need to sell. PSM Personas give you the tools to help your customers buy (it's a subtle, powerful difference that gets very big results).
Target an "Audience of One"
Would you find it easier pitching your wares to a whole room of different people or to a single person, when you can tailor everything to their requirements? Yep, exactly...
SOME OF THE GREAT COMPANIES THAT HAVE USED US TO GROW THEIR BUSINESS WITH PERSONAS
Digital Marketing Manager
Ricoh UK & Ireland
" A stunning visualisation of our complex and diverse customer groups that has given us a 1380% ROI in 6 months. Conversion rates are through the roof on every campaign now that we are working from these Personas. I wouldn't hesitate in recommending that you use Phil to build yours too.
Step 1: Your free phone consultation
It's optional, but most of our clients start off by booking in their free 30-minute strategy session.
We'll chat through your big problem areas – leads, landing pages, buyer journeys… or whatever is worrying you. You'll get my honest thoughts on how to best solve those problems.
I won’t waste any time pushing my services – it’s all about helping you fix your immediate headaches. It’s then up to you if you want to talk about helping you further.
Step 2: Data analysis & business immersion
Before we get to the glamourous part of running the workshops, we need to do the leg-work to understand your business, your analytics, your data and your ambitions.
This can mostly be done remotely from our office, with access to your analytics and using our own research tools.
Without this perspective, the workshops won't get us the right depth of understanding to create truly winning Personas.
Step 3: The workshop
This is where the magic happens. We’ll run two workshops: one for a small selection of your customers (if possible) to get their true feelings (we have ways of making them talk).
Next, we’ll need a variety of people from your team and spend a brain-draining day sucking all of your knowledge out.
We'll blend the two together, sprinkle PSM methodology fairy dust over it all and get a detailed picture of your customers.
Sounds simple – but it’s really powerful stuff.
Step 4: Results analysis & Persona creation
Once we’ve collected all the information from the workshops, crunched the data and analysed your web pages/ marketing assets, it’s back to PSM HQ to make sense of it all.
We’ll plot each Persona by analyzing all of that knowledge through our PSM framework… the result is a shiny document that has fully fleshed out Personas and buyer journeys that can be used by all of your teams and agencies.
Step 5: Training & road-mapping
In many ways, this is the most crucial step. Out of the 52% of marketers who have Personas at their disposal, only 14% claim to know how to use them properly. That makes the whole process a big waste of time without training.
I’ll sit and work through them with you, making sure all the stakeholders understand what your Personas say and how you implement them. This way, you can make sure they have a measurable impact on business performance.
Questions you often ask before we start...
Do I need certain tech for PSM Personas to work in my business?
No. And, while we’re on the subject, you must always lead with strategy, not allowing the technology you use to make the decisions.
Does this work with my Marketing Automation tools/ strategy?
Yes, in fact it puts the ‘brain’ into your MA platform. Think of it this way - your technology doesn't understand your customers, your products, your market and your competition. But your strategy does.
What are the timescales?
We can be flexible, but you also need to realistic… there are stages that we need to go through to get the depth of information needed. Normally, it takes about a month, but we have been known to turn them around in 7-10 days if you have a really urgent need.
I'm not in the UK, can you still help?
Yes, absolutely, I’ve done Personas across EMEA and the USA. Obviously, it throws up some logistical issues and additional costs around travel for workshops and training, but nothing that is too much of a problem.
Do you work with Agencies?
Yes…. There’s two options: firstly, I can train your team to be able to create Persona the PSM way and you can use the methodologies on your own clients. Secondly, you can sell Persona creation to your clients and outsource it to me (white-labelled as part of your agency or not… I’m not too fussy!)
Are these Personas suitable for my content marketing strategy too?
Of course. PSM Personas are not the lightweight ones you see on other 'expert' sites, peddled by ‘gurus’, that are so dumbed-down as to be rendered near impotent. Anyone can collect a few bits of data, add a stock photo and call it Persona. They’re wrong… Proper ones are filled with psychographic analysis and detailed outlines of the users buying journey – including what content they see (and when) in order to pull them to a conversion.
How much does it cost?
It’s not cheap… but you pay for what you get. If you want cheap Personas, do a quick google search and you'll find hundreds. My Personas have generated over £760M in additional revenue for my clients (and growing daily). What’s it worth to you to double the amount of leads your marketing generates? £150k? £250k? So, when I say the average cost to create PSM Personas is £12-15k AND they come with performance guarantees…
Is it the same for B2B and B2C?
The process is largely the same, yes. The PSM process has worked very successfully across many, many industries and verticals.
What's your performance guarantee?
None of our clients have ever lost money using our services… and I don’t want that to start now. If your Personas are having no effect after you have implemented them, I will personally work with you further to help roll them out across your marketing strategy in order to ensure they are fully and properly implemented – and the results start flooding in.
Over the last 20 years that I've developed PSM, I've had the privilege of working on over 3000 projects for upwards of 150 different clients (including Lloyds, Samsung, Intel, RBS, Virgin and others).
None of them have ever lost money investing in PSM services.
In fact, they normally earn their money back within a month or two (sometimes a few days) while my strategies keep on increasing their leads and revenue for many, many years. At last count, the PSM Methodologies have added over £760M in cumulative revenue for our clients.
What will you get? I'm not going to insult you by saying I can accurately predict that. All I can tell you is that, on average, our clients increase leads/ conversion rates by 89.8%. Some by 'only' 20% and just as many by 1000%+.
But all the results go up... take a look at some of these from the last couple years:
increase in 6 weeks
SME products, UK 'high-street' bank
in just 6-months
Global IT hardware and services vendor
(from 1 sales page)
Major International Hotel & Resort Group
Increase in leads
from landing pages
UK Top 10 IT Reseller/ Solutions Provider
increase in 9 weeks
Major UK Insurance Provider
PSM (People Shaped Marketing Ltd) is a specialist lead generation consultancy. Using our proven methodology, we help businesses achieve extraordinary results.
Copyright 2017 by People Shaped Marketing