Do you know who your buyers are? Are they trailblazers? Status seekers? Do they play it safe? Different messaging appeals to different personality types, so it’s helpful to know which categories your customers fall into. Here is the list of “types” created by marketing strategist Gary Hennerberg. Do you know which categories your customers fit?
#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.
#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 them. Flatter them by positioning them as influencers.
#3. Money Matter: This audience is practical and combines cost and value when making a decision. Talk to them as sensible buyers who make smart choices.
#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.
#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 suffer. Position them as achieving the status and acceptance they desire.
#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. Financial investors tend to fall into this category.
#7. Playing it Safe: These buyers are cautious and methodical. They want to gather all of the information before making a decision. Help them in the process and provide assurances that their decision is safe.
#8. Feeding My Insecurity: These buyers 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.
#9. Did I matter? For these buyers, their legacy is important. They want to be remembered for their impact on the lives of others. Position your products as helping them make a difference for future generations.
Which personalities fit your products best? Understanding how your customers fit into these buyer categories will help you craft the right messages to motivate them to buy.
Last Updated: 17 September 2019
