Whether you are communicating your message through direct mail, email, or marketing collateral, it’s critical to know your audience so you can tailor your marketing to each segment and increase the power of the messaging to each. There are many ways to categorize buyers, and the “right” categories will depend on your company’s blend of vertical market, products and services, and target audience.
NEED HELP GETTING STARTED? Here is the list created by marketing strategist Gary Hennerberg that might be helpful in getting the ideas rolling.
- BUYER 1 Trailblazers/Early Adopters - These are the technology innovators. They yearn to be first. They are the ones standing outside the Apple Store overnight just to grab the latest gadget before anyone else. In your marketing copy, position them as ahead of the curve.
- BUYER 2 My Brand/My Lifestyle - These buyers associate themselves with specific brands. They are proud of the brands they own and like to brag about the experience. Flatter them by positioning them as influencers.
- BUYER 3 Money Matters - This audience is pragmatic and looks for value. They are practical and combine cost and value when making a decision. Talk to them as sensible buyers who make smart choices.
- BUYER 4 Right Thing to Do - These buyers have a strong sense of ethics and feel that if the right causes aren’t supported, the world will suffer. Talk to them as the ones who are doing their part to make a difference.
- BUYER 5 Social Relationships - These buyers have a deep need to be accepted. If they don’t buy the right products or travel in the right circles, they believe their social ranking will be negatively impacted. This is the audience Trunk Club is talking to when it says, “Robert, you can be the best dressed guy in the room.
- BUYER 6 Adrenaline Seekers - Adrenaline seekers feel that the odds are stacked against them, so they need to take advantage of opportunities when they arise. If they don’t, those opportunities may never come back. A lot of people involved in financial investments fall into this category.
- BUYER 7 Playing it Safe - This individual is cautious and fears making a decision that will cost them dearly. They tend to be methodical and want to gather all of the information. Help them in the process and provide assurances that their decision is safe.
- BUYER 8 Feeding My Insecurity - These buyers are insecure. They feel that they have something to hide and fear that their flaws will be exposed. Position your products and services as helping to protect their vulnerabilities.
- BUYER 9 Did I Matter? - For these buyers, their legacy is important. They want to be remembered for their impact on the lives of others. Contribution to causes is important to them. Position your products and services as helping them make a difference for future generations.
WHICH PERSONALITIES FIT YOUR PRODUCTS BEST? Can you segment your audience into multiple buyer types to further target your message? Understanding the different types of buyers will help you craft the right messages to motivate buyers to buy. Need help? Just ask!