Since “that person” is a future version of your users - and not an actually existing person - you might want to consider building a story into your content. And I don’t mean a fictional character here.
A story can appear in different variations. You can either talk about your own experience, narrate or comment. As long as you tell your (or other people’s) story and set it in the context of e-commerce, you’re onto something.
If you can’t talk about your personal experiences as a Shopify merchant, do an analysis of big e-commerce brands. Reverse-engineer their efforts and how they do X (= your app’s USP) to get more sales. They don’t even have to be your customers.
Or… interview Shopify merchants and ask them about their journey. How did they start and how is it going?
Or… look up industry influencers and reveal their secrets on your blog.
Or… research and curate the most popular articles about the same or a similar topic.
Or… research the most popular WooCommerce, BigCommerce [etc.] articles about the same topic and write it for Shopify.
Or… do whatever comes to your mind and that has story potential. Just writing about stuff that only in theory could work is outdated.
If your company can give Shopify merchants the tool (= app) + manual (= content) that enables them to become a little bit more the person they want to be, you’re making an actual change.
And this, my friend, is the goal. Of your content, of your app, of everything.
So start making a change today.
Have a good one,