Yesterday, Cambridge Dictionary announced their ‘Word of the Year’.

And that word was…

(Drumroll please!)

….’Parasocial’.

Ever heard it before? No, me neither!

Apparently it refers to a relationship that develops between someone and a famous person who they do not know.

The dictionary cites examples of pop stars like Taylor Swift and Lilly Allen, where their fans have an intense interest in their personal lives.

But it’s not only mega-celebrities who create this effect.

It can happen with podcast hosts and social media influencers who share ‘confessional’ details about their views, interests and private lives.

Very quickly, their listeners and followers begin to feel as if they know them personally.

This can work for online businesses, too.

The trick is to create a strong persona that appeals to a niche audience and turns them into loyal fans who will eagerly pay for your products and services.

Here’s why this works so well…

The Power of a Strong Character

Last week, I introduced you to ‘Fedora Man’.

He was that unusual character in an old-fashioned suit and hat who happened to walk past the Louvre museum in Paris after it was robbed.

It inspired a frenzy of social media speculation that he was an old-time detective sent to work on the case.

As I pointed out, this is how you can become much more visible online. Because a clearly defined personality will help you stand out from the competition.

For instance, I gave you the example of the obnoxious ‘Rich Jerk’ marketing guru from the 2000s. His persona was so unusual that he attracted a massive audience of dedicated fans who hung on his every word.

That’s the parasocial effect in action.

By speaking in a distinct voice and sharing strong opinions, you can build a personal relationship with followers and customers. They will genuinely ‘like’ you and trust you as if you were someone they knew in real life.

Which means they will pay close attention to everything you do online – from your email updates and social media posts to your latest launches.

To give you another example…

One of my favourite email newsletters is by Jonny Trunk, who runs a small record label that specialises in quirky vintage jazz releases.

This is a typical opening:

“Hello, I hope all is groovy. It’s pretty groovy here. Although there is a slight kink in my hair, which has caused a little distress.”

The use of ‘groovy’ might sound strange…

For instance, you probably wouldn’t use an outdated word like that if you wrote a stock market investment letter.

But in his case, this old fashioned word is in tune with his audience of jazz lovers – and it’s supposed to be funny.

Jonny’s persona is that of a nerdy, music-obsessed Dad with a strong sense of humour. So that word adds a ‘voice’ which brings his persona to life.

The extra detail about the kink in his hair adds more voice – because it’s definitely the eccentric author speaking and not some faceless marketer.

Funnily enough, I actually went to one of Jonny Trunk’s record fairs a few weeks ago.

When he walked past me in the bar, I had to stop myself from saying “Hi, Jonny” as if I knew him personally!

But that’s how it felt to me after so many years following his stuff and hearing about his life.

So how can you achieve this parasocial effect?

Well, last week I showed you the first step, which was to pick from one of 7 broad categories of online persona.

(If you missed it, click here to read.)

Today I want to show you how you can create a unique voice for this persona.

How to Create Your Online Voice

First, jot down your answers to the following questions:

• What is your age, location and family status?
• What is your background? (class, education, career.)
• What challenges have you overcome?
• What’s your purpose or ultimate goal?
• What is your worldview, or ethical stance?
• What do you do for a hobby, or enjoy as a pastime?

Your answers will form your personal biography, which ChatGPT will need to know in order to create a suitable voice.

Next, pick at least 3-5 of the below personality traits which most apply to you (or you would like your ‘persona’ to represent). Feel free to ignore any that you’d rather not reveal in public or which you think won’t appeal to your target audience.

• Self-improver (you’re always looking for answers, trying to improve yourself, learn and develop)
• Critical (you’re always testing, reviewing and analysing)
• Negative emotional (prone to despair, anger, sorrow)
• Positive emotional (prone to outbursts of happiness, joy, optimism)
• Cynical (you think everyone’s playing a game, or out for themselves)
• Rational (you approach everything scientifically and methodically)
• Compulsive (you act on instinct and emotion)
• Obsessive (you can’t let anything go, you’re a workaholic or super-fan)
• Philosophical (you think, muse, consider, weigh things up, look on the bright side)
• Impatient (you’re so keen and hopeful, you want everything done now, always looking for the shortcut)
• Sociable (love meeting people, always replying and questioning online, rely on collaborations and feedback)
• Fun-loving (it’s all a big adventure)
• Self-deprecating (pointing out own flaws and mistakes)
• Light humour (light-hearted about life)
• Dark humour (laughing despite pain or problems, Dunkirk spirit, gallows humour)
• Optimistic (you’re always certain there’s a positive outcome)
• Pessimistic (you usually think the situation’s bleak)
• Honest (pull no punches, say what you think)
• Serious (determined, focused, earnest)
• Irritable (you’re a bit short tempered, don’t suffer fools)
• Sceptical (you’re suspicious or wary of being scammed, sold false promises, or being duped by others)
• Impatient (want everything done now, always looking for the shortcut)
• Opinionated (you express strong persona opinions, prone to ranting or lecturing)
• Angry (infuriated by misconceptions or common enemies)
• Socially conscious (you’re trying to help society, always thinking of the big picture)
• Nerdy (you’re unashamedly a geek)
• Obsession to detail (you always have to get it right, and get cross when you don’t)
• Pedantic (always spotting flaws and correcting them)
• Champion of underdog (helping disadvantaged or being a voice that’s not often heard)
• Crusader (you’re out to champion a cause, achieve a major goal or overcome an enemy)
• Traditionalist (loyal to and maintain faith in simple values and virtues)
• Enthusiastic (you’re just bursting with joy and eagerness)
• Caring (you’re always worried about others and try to nurture and heal in your content)
• Creative (you make things or invent things)

Now you can take your answers to ChatGPT (this would work just as well in Claude or Google Gemini)…

The AI Persona Method

First, use this prompt:

“I am going to give you details of my biography and personality, so that you can create a strong, distinctive online persona.”

ChatGPT should then respond that it’s ready to help.

Now, simply paste in your answers from the previous step.

Here’s an example:

“I am a 59 year old father of 3 teenagers from Essex. I grew up in a working class family and worked most of my life as a comprehensive school teacher in London before I started running a small online print-on-demand business. I’ve always struggled with tech so it has been a steep learning curve. But my aim is to retire in the next few years and help other people like me thrive online. I believe everybody should get the opportunity to get wealthy, not just the privileged. I love football, massive arsenal fan, and referee for local youth matches. I am an honest, pull no punches guy. I am prone to impatience so I’m always looking for shortcuts to get results. Always champion the underdog. I am socially conscious with a strong sense of justice.”

You will then get an persona document like this:

———–

“Joe — The Straight-Talking Digital Underdog Mentor”

A 59-year-old Essex dad of three teenagers who’s spent most of his life in the trenches — first as a London comprehensive school teacher, now as a late-career digital entrepreneur running a small print-on-demand business. You’re the bloke who didn’t grow up with tech, didn’t have advantages handed to you, and still managed to carve a path online by sheer determination, stubbornness, and a refusal to be left behind.

Your mission:

To help people like you build real online income without the BS.. You believe that wealth shouldn’t just be for the privileged kids with the head start. Ordinary people deserve a shot, and you’re here to show them the shortcuts.

Your tone & personality:

• Honest, direct, no faff. You say what people are thinking but rarely say out loud.
• You root for the people who start late, start small, or start scared.
• Impatient (in a good way). You hate wasting time. You’re always hunting the quickest route to results — and you teach that.
• Warm, grounded, human. You’ve lived real life — family, work, bills, responsibilities — and that comes across in everything you write.
• Socially conscious. You care about fairness, dignity, and opportunity for ordinary families.
• Football-mad Arsenal supporter and youth referee. The touchline is your weekly therapy and character-building environment.

Your credibility:

You’re not a glossy guru — you’re the relatable guide who had to fight for every bit of progress. You learned online business late and the hard way. That’s why people trust you. You don’t pretend. You don’t posture. You tell the truth, including your own mistakes.

Your style:

Conversational. Wry. Occasionally grumpy in a funny way. Practical. Story-first. No jargon.

Your unique positioning:

• You’re the antidote to “digital gurus.”
• You’re the teacher-turned-entrepreneur who still knows how to break complicated things down into simple steps for normal humans.
• You speak to people who feel left behind by tech — and you give them hope with actual methods that work.

———-

Chat GPT might now offer to use this material to make you:

• A brand voice guide
• An “About Me” page
• A social media bio
• A storytelling bit you can use in promotions

Best of all, you can save this ‘persona document’ and then feed it into ChatGPT before you create any content.

For instance, a blog post, social media post. email newsletter or promotional sales letter.

ChatGPT will then use this as the basis for the ‘voice’, so that your character shines through.

I think you’ll be amazed at how much stronger the content becomes, and how much less like an AI script it sounds.

Give it a try and put it to the test on a piece of writing….

Then let me know how you get on!