Kill Your Buyer Persona: The Alter Ego Hack for Copy That Converts

Let me guess. Your website and email copy are drowning in a swamp of “meh.” Your social posts get sympathy likes, and your conversion rate is flatlining.

You’re an expert on logistics, inventory, and profit margins. But when you sit down to write (or approve) your marketing copy, that’s who’s at the keyboard: The Seller.

The Seller cares about inventory turn and LTV. You know who doesn't care about any of that? Your customer.

I’ve seen growing brands collapse because their messaging was written by a spreadsheet. The ones who win aren’t selling a product; they’re connecting with a problem.

You cannot get inside your buyer’s mind. You have to write from it.

This is the secret the pros use: Todd Herman’s Alter Ego Effect. Forget the flimsy "buyer persona" sheet. To write winning copy, you need to stop being you.

When I write for a stroller brand, I don't create a profile for "Active Annie." I become "Sarah, Mom of Two Under Three." (I'm also the father.. incase you were wondering.) I’m dealing with spit-up on my shirt, a locked-up wheel, and a quiet, exhausted rage.

What does Sarah need to hear?

She doesn't care about the "aluminum frame." She cares about a "one-handed fold" because her other arm is holding a screaming toddler. She doesn’t want to be sold. She wants to be seen.

You need a switch to bypass your own bias. Herman calls it a Totem: a physical item that acts as a ritual. Put on a specific hat. Take off your wedding ring. The ritual signals: The Seller steps out. "Sarah" steps in.

Write your copy as your Alter Ego. Write the review you wish your ideal customer would leave. You’ll stop using words like "optimize" and start using words like "finally" and "thank gawd."

Your competitors are fighting over keywords. You’ll be building an army of loyal fans because you weren't the brand pushing a product. You were the one who finally, finally understood them.