“If the thought of showing up online makes your stomach flip – you’re not alone.”

A fellow mum said something to me the other day, eyes wide with horror:

“I don’t know how you do it.”

She was talking about this email newsletter, the live training events I run, the fact that I show up regularly in front of my audience.

“I’m too shy and private,” she said. “I couldn’t share my life like that.”

But the truth is…

I’m shy and private too.

I don’t plaster my personal life online. I’m not one for sharing every photo of my family or intimate details of my day.

In fact, I rarely even post pictures of my children (and only ever with their permission). But I’ve worked in publishing and training for over 25 years, and I know one thing for sure:

To attract customers and build a real business, people need to feel they know you.

But that doesn’t mean you need to overshare.

Instead you simply need a persona.

Why You Don’t Need to Overshare to Stand Out

A persona is a version of you that’s true – but intentionally crafted.

It’s not fake. It’s not a mask. But it is curated.

A simplified, heightened version of your personality that you CHOOSE to share. One designed to connect with your audience while keeping your real-life boundaries intact.

Think of it like Beyoncé’s alter ego, Sasha Fierce.

“I have someone else that takes over when it’s time for me to work… this alter ego that I’ve created that kind of protects me and who I really am.”

Even Beyoncé—one of the most recognisable women on the planet – needs that little bit of separation to show up and shine.

And she’s not alone.

• Taylor Swift expertly shifts persona in her “Eras” tour, from shy country girl to powerful pop icon.
• Emma Chamberlain built an entire brand on awkwardness and unfiltered humour – but it’s clear she edits herself deliberately.
• Gary Vee amplifies his bluntness and high energy on purpose, to stand out in a crowded space.

This is professionally known as branding. It’s intentional.

And you can absolutely do it too.

The 3-Part Framework for Crafting Your Persona

You only need a few key ingredients to create a persona that feels authentic, consistent, and totally you – without draining your privacy or energy.

1. Biography

Ask yourself: What’s safe and helpful to share? Choose a few details that make you relatable or memorable.

• Family – Mentioning your partner’s sarcastic one-liners or being a mum of twins (without naming names) creates instant connection.
• Physicality – Maybe you’re super short and constantly adjusting camera angles. Maybe you’re on a menopause journey that you are comfortable sharing. This stuff builds recognition.
• Past experiences – You might reference being a former insomniac, burned-out teacher, or someone who launched a business from the kitchen table.

You don’t have to share everything. But you do need to share something.

2. Personality Traits (That Build Trust)

Pick a few consistent traits to turn up in your content. This helps your audience feel like they know you – but remember you are in control.

You could be:

• Cheerfully blunt – You say it how it is (without being cruel).
• Self-deprecating – You make fun of yourself before anyone else does.
• Rational and data-driven – People trust you to cut through fluff.
• A bit chaotic – But you own it, and that makes others feel seen.
• Traditional and calm – A safe space in a noisy world.

Your “flaws” can be powerful branding!

3. Passions (That Add Flavour)

This is what gives your persona depth and delight. Add in:

• Quirky favourites (Your pug. Your obsession with computer games. Your Lionel Richie playlist.)
• Beloved routines (Sunday night shows, stationery hauls, the podcast you always recommend.)
• Causes you care about (ADHD awareness, climate change, local arts, midlife confidence.)
• Pop culture (Are you a Swiftie, Marvel nerd, or Bake Off addict?)

The goal isn’t to distract. It’s to humanise. These are the ingredients that turn your emails, blog posts and videos from bland to brilliant.

You’re in Control (Always)

The best part of creating a persona? You decide what to show and what to keep private.

You can say:

• “My daughter cracked me up this week…”
  Without needing to explain her age, name, or what school she goes to.
• “I’ve been feeling out of sorts lately…”
  Without turning your content into therapy.

You can be vulnerable without being raw. Honest without being exposed.

And if there’s ever something you don’t want to share? Just don’t. The persona is your filter – and your shield.

Want to Put This Into Practice?

Once you’ve tapped into your persona, you’re perfectly positioned to build a digital course or personal brand that actually feels like you – and connects with people who feel like your people.

People buy from those they know, like, and trust.

Persona is the bridge that gets them there.

Do let me know if that helps! I’d love to hear your comments below