User Personas
Overview
brettjohnson.xyz serves six primary audience segments. Each has distinct motivations, decision criteria, and conversion paths.
| Priority | Persona | Revenue Potential |
|---|---|---|
| 1 | Enterprise CISO | $25K–$75K per engagement |
| 2 | Conference Producer | $25K–$75K + referral network |
| 3 | Law Enforcement Trainer | $10K–$25K per module |
| 4 | Financial Institution Risk Officer | $8K–$20K/month retainer |
| 5 | Documentary / Media Producer | Brand reach multiplier |
| 6 | University / Academic | Reputation value, lower revenue |
P1 — Enterprise CISO
Role: Chief Information Security Officer at a Fortune 50–500 company
Goals: Credible external voice for board education; non-vendor speaker with authentic criminal psychology insights.
Key Conversion Elements:
- Fortune 100 CISO testimonials
- “Named by the U.S. Secret Service” credential
- Budget range selector (validates $25K–$75K)
- Speaking reel
P2 — Conference Producer
Role: Program committee at RSA, DEF CON, Black Hat, or similar
Goals: Memorable keynote that differentiates their program; authentic storyteller over vendor-sponsored speakers.
Key Conversion Elements:
- Speaking reel above the fold on
/speaking - Past conference credentials (RSA, Black Hat, Fortune 500)
- Fast inquiry form with clear turnaround expectation
P3 — Law Enforcement Trainer
Role: Curriculum director at FBI, USSS, DHS, Quantico CISO Academy
Goals: Authentic criminal perspective for training programs; documentation for institutional approval.
Key Conversion Elements:
- “FBI · USSS · DHS · Quantico” mentions in services grid
- FBI Training Division testimonial
- Media kit with one-sheet for internal approval routing
P4 — Financial Institution Risk Officer
Role: Head of Fraud Prevention or Identity Risk at bank, insurance, or fintech
Goals: Current fraud architecture intelligence; retainer consulting to audit fraud defenses.
Key Conversion Elements:
- “Account Takeover · Identity Fraud · Fraud Architecture” services
- ShadowCrew mention as identity fraud origin
- Podcast episodes demonstrating technical depth
P5 — Documentary / Media Producer
Role: Journalist, TV producer, streaming platform developer
Goals: Primary-source interview subject; high-quality press assets; fast turnaround.
Key Conversion Elements:
/mediapage as dedicated journalist hub- High-res photo and bio download
- CNN Declassified, NYT, BBC as credibility chain
P6 — University / Academic
Role: CS, criminology, or cybersecurity faculty
Goals: Guest lecturer with real-world context; credible subject for academic citation.
Key Conversion Elements:
- Redemption arc clearly articulated in bio
- Documentation of post-conviction legitimate work
- Podcast as free content sample before commitment