How to identify your Buyer Personas
When we say know who the visitors are, we mean understanding their psyche. Not all people behave similarly nor do folks have the same temperaments.
Imagine an audience filled with business minded, emotional, relationship-oriented and/or detail oriented people. Each person reacts to your content with a different mindset. That’s why exists something called buyer personas.
Remember to ask yourself who the customer is. Even if you are making business software and want to sell it, the person you ideally want is a decision maker. The role they occupy might be one of a decision maker however their decision making process will vary.
A Business minded individual has the following traits:
- Competitive
- Power oriented
- Logical
- Quick decision preference
They will ask: What can this product do for me?
Business minded types are typically the hardest to sell to. The information that captures them is compelling, honest & blunt. They can easily figure out the truth; you should offer obvious information that shows your credibility and the amazing value you offer through the quality of your product or services.
For the Business minded individual, place the information first on each page. If you have multiple touch points, use bullet points.
An Emotional individual has some of the following traits:
- Spontaneous
- Activity oriented
- Quick decisions
- Fast paced
They will ask: Why is this website best for the problem?
Emotional individuals live in the moment, often have the “fear of missing out” (FOMO) on what life has to offer. Address the emotional individual’s needs after that of the Business type. Make sure that the content has interesting and captivating points which appeals to this type of personality. This is when/where you need to explain your unique selling proposition.
Videos with short play times are also a great place for this personality type
An Individual that is Relationship oriented has some of the following traits:
- Expressive
- Personal
- Emotional
- Deliberate decisions
- Humanistic
They will ask: Who has used this solution to solve problems like mine? Who will this affect besides me?
After you’ve created sections for the business minded and the emotional personas, the relationship minded person will learn from that information then delve deeper into what other customers are saying. This is a great place to put testimonials or client feedback as well as other companies that have used your product.
This is an element of trust & confidence building. They will tie the possibility of working with or purchasing from your company to the pleasing experiences others have had with you.
A Detail oriented individual has some of the following traits:
- Deliberate decisions
- Slow paced
- Highly detail oriented
- Needs hard evidence
- Methodical
They will ask: How will this solution solve the problem?
The section you create on your Landing Page for the detail oriented person won’t be read by the other personas. The detail oriented person will want an abundance of facts and evidence to show that this is the best solution for their problem.
They want to do all the research before making a purchase decision. Graphs and tables are good ways to present this material with statistics that are relevant to the purchasing decision.