Customer Personas 101: The Spontaneous Persona
As you might have guessed by the name, the spontaneous persona tends to make buying decisions quickly, on the “spur of the moment” and tends to make these decisions while being strongly influenced by various emotions.
As we discussed in our previous post in this series, people, regardless of which of the four persona categories they fall into, make buying decisions to one degree or another based on emotion. But the spontaneous persona is highly driven by it, much more so than the competitive or methodical personas.
The emotional triggers that drive him include frustration, embarrassment, hope, excitement and validation (a feeling of importance). Write copy that addresses the specific emotions he's feeling – the ones related to the problem he's facing, the problem your product can solve for him. This will make him more likely to buy from you.
When a spontaneous type sees something he wants, he wants it now! He doesn't want to take a long time to deliberate or weigh his options. Not only does he buy based heavily on emotion, he is often influenced by outside factors and other people.
He is easily persuaded by thought leaders, cultural icons and celebrities, maybe the latest popular Hollywood actor.
He could be easily influenced by someone he admires who acts as a spokesman for the product in question. This is especially true if this “hero” has used the product to overcome the same problem he's facing and is tired of dealing with.
He is also influenced by “word of mouth” marketing. He can be “pre-sold” or “unsold” by his friends or social networks.
Strategies For Marketing To The Spontaneous Persona
Remember that the spontaneous persona is trying very hard, maybe to the point of desperation to solve a problem or reach a cherished goal, a goal or problem that he was probably struggling with long before he heard of your product. And keep in mind that he buys largely based on his emotions.
He buys so quickly because he wants to see a solution to his problem or progress toward his dream as soon as possible. If your product can indeed help him get the quick results he wants, tell him this. And reinforce in your copy how enjoyable it will be to see results soon, not “someday”.
Because the spontaneous persona is so easily influenced by his friends and social networks, you will want to have a strong social media presence for your product. You can use social media to share success stories about your current customers enjoying the benefits of your product, especially video testimonials with a strong emotional hook.
The spontaneous buyer doesn't want to have to make an in-depth decision. So don't offer him a lot of choices.
Make his buying decision as quick and simple as possible.
A Powerful But Often Overlooked Marketing Tool
When marketing to him, use the very powerful, but often ignored, marketing tool that is storytelling. Yes, storytelling! People, not just spontaneous types, pay attention to stories. It's almost like we are mentally “hardwired” to respond to them.
Stories, especially emotional ones into which the reader can easily project himself are a very powerful way to sell products. So use them when marketing to the spontaneous persona.
Benefits are powerful in copywriting. But take it a step further. Don't just give him a list of the benefits of the product. Paint a vivid “word picture” in which the spontaneous type can see himself enjoying the lifestyle or pleasant emotions these benefits make possible.
Here's an example that will help illustrate this point. It's often been said as a marketing axiom; “People don't buy the drill, they buy the hole in the wall”. True. But on a deeper level, they are buying the sense of pride they will feel when they put a picture of their beloved family on the hook that they have put into that hole. Make sense?
Keep this in mind when selling to emotional, spontaneous types. They don't care about your “drill”. They care somewhat about the benefit that is the “hole”. But they care deeply and passionately about the feeling they will experience when they look at the picture of their family your “drill” let them hang on the wall.
Since the spontaneous buyer is in such a hurry to start using your product, here's something for you to keep in mind if you are selling a physical product that he won't take possession of right away:
- Don't make him wait a long time to get your product in his hands after he purchases it.
- If there is any assembly or product setup required, make it as simple, quick and self-explanatory as possible.
- Also, offer first-rate customer support after the purchase.
- You want his positive emotions that led him to buy your product to continue after he buys it.
This will make him glad he bought from you and will make him more likely to buy again in the future.
A Caution About Marketing To The Spontaneous Personality Type
When someone is spontaneous and very emotional by nature and is in “buying mode”, he is vulnerable. And he can easily fall prey to unscrupulous marketers trying to take advantage of him.
Your spontaneous prospects have a problem they're hoping your product can solve, or a goal they hope you can help them accomplish. If you market to them effectively, chances are they will buy.
But be very careful to only offer very high quality products from which they can benefit in a big way. Go for the win-win. Seek to only be involved in transactions where you and the customer gain.
Immediately after the sale, reinforce to the spontaneous persona (this is a good idea for you to follow with all of your buyers) the benefits he'll gain from his decision. Send him a thank you email telling him this, and laying the groundwork for future sales.
Keep in mind that when someone buys spontaneously, he is more likely to have “buyer's remorse” afterwards. Offer him an ironclad, money-back guarantee if he is unhappy with his purchase for any reason.
How To Make Sales To The Spontaneous Persona By Using The Power Of Landing Pages
As we discussed earlier, the spontaneous persona buys quickly and under a strong emotional influence. Unlike the competitive persona, he doesn't require a lot of product details and specifications as “proof”.
So although you want to use your landing page copy to reinforce any decision he's already made to buy your product, you don't have to include a lot of “logic”. You can use more of your landing page space to fire up and maintain the emotions that will possibly lead him to buy.
And since he is in a hurry, your landing page message doesn't need to be as long and detailed as it would need to be with a methodical (more logical, cautious and slow in making decisions) persona.
It's not often that you need so much landing page copy that it becomes a multipage letter, but with the spontaneous persona – who is in a hurry to buy – try not to have any part of your copy below the fold.
Regardless of which of the four persona types you are marketing to, landing pages are a valuable online marketing tool. And when you are searching for landing page software to help your online marketing campaigns sizzle, why not choose Lander?
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- Simple but aesthetically pleasing design
- Custom layout functionality
- Countdown timer integration – great for increasing conversion rates
- Colorful, easy-to-notice call-to-action buttons
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