Dale Carnegie, in his groundbreaking book, How To Win Friends & Influence People, lays out six simple ways to make people like you instantly. 

• Become genuinely interested in other people 

• Smile

• Remember a person's name is the sweetest and most important sound to them in any language

• Be a good listener and encourage others to talk about themselves

• Talk in terms of the other person's interest

• Make the other person feel important – and do it sincerely

To radiate qualities capable of resonating with a core group of customers you must first learn as much as you can about them and who they perceive themselves to be. You have to identify their average age, determine their gender, learn where they live, find out how much money they make and get to know what they value. What are their names, demographics and jobs? Where do they live? What do they do on a day-to-day basis? Where do they spend most of their time? With a clear picture of your customer like this one, you’ll be better positioned to talk in terms of their interests and make them feel important. Of course, to get there, you’ll have to exhibit genuine interest, listen when they tell you about themselves and do everything possible to personalize your interactions with them. 

Find out what makes them happy and what makes them sad. Examine their demographics; including their age, education level, family life, gender and salary. Once you know who they are, it becomes possible to represent yourself in a way that makes sense to them. This will define your choices of content as well as the formats you employ. It will also determine the channels through which you express them. Your goal is to reflect their persona and solve problems for them.

Among the many benefits of this approach, your potential customers will value what you’re saying, look forward to reading your blog posts and share your content. You’ll become someone they trust because you sound exactly like they do.  In turn, your marketing efforts will gain a clear direction, voice and image. What’s more, you will stand out from the competition. Adopting a specific persona gives a unique perspective and image to your social media marketing. You can also apply this to the look and feel of your ecommerce presence, whether you have an ebooks online store; sell electronics or cosmetics online.

When you know to whom you’re speaking, it becomes much easier to mirror their attitudes, values and behaviors. Rather than spending a lot of time crafting messaging you hope will resonate, you can assemble materials you know will appeal. After all, you’ve taken the time to learn what your customer likes and you’ve gone to the effort to present yourself in an honest and sincere fashion based upon your findings. 

Many people have learned if you think you can reach everybody, odds are, you’ll wind up reaching nobody at all. You’ll waste all sorts of time and money trying to talk to people who have no interest in you—or your wares—when you could be talking specifically to the one group of people who are interested in a persona to which they can relate.  When regarded this way, establishing a social media persona and using it in this manner is just as beneficial to your customers as it is to you.