ccording to Bryan and Jeffrey Eisenberg, personas are "modes of preferred behavior within the context of buying."

When you understand personas, you can consciously craft your marketing messages to cater to each, resulting in increased leads and sales and greater customer engagement. Rather than steering them on your terms, you provide the means by which they navigate and buy on their terms. 

 

Based on the Myers-Briggs approach, there are four primary personas: Competitive, Spontaneous, Methodical, and Humanist. When interacting with marketing materials, companies, products, and/or services, each persona looks for different things, asks specific questions, and resonates with certain words and processes.

Competitive

Competitive types thrive on competence and control. They appreciate challenges and are driven by curiosity. They are highly motivated, success- and goal-oriented, hard-working, and persuasive. They like getting their own way and they can't stand inefficiency.

 

• What are your competitive advantages?
• Why are you a superior choice?
• Are you a credible company?
• How can you help me be more productive?
• How can you help me look cutting edge?
• What are your credentials?
• What is your research?
• How can you help me achieve my goals?
  

Archetypes: Donald Trump, Robert Kiyosaki, Jack Welch 

Spontaneous

Spontaneous types live in the moment. They are poised, flexible, and action-oriented. They like the "new" and "exciting" and anything that helps them enjoy life more. They dislike details and reach decisions quickly.

 

• How can you get me to what I need quickly?
• Do you offer superior service?
• Can I customize your product or service?
• Can you help me narrow down my choices?
• How quickly can I take action and achieve my goals?
• How will this let me enjoy life more?
  

Archetypes: Jim Carrey, Stephen Colbert

Methodical types are detailed, logical thinkers. They appreciate hard data, facts, organization, and logical, step-by-step processes. They don't like surprises and they abhor irresponsibility. They have a businesslike, detail-oriented attitude and they resonate with companies that provide hard evidence and superior service.

 

Questions Methodicals Ask:

• What are the details?
• What's the fine print?
• How does this work?
• What's the process you use?
• Can you take me through this step-by-step?
• How can I plan ahead?
• What are the product specs?
• What proof do you have?
• Can you guarantee that?
  

Archetypes: Peter Drucker, Thomas Jefferson, Jim Collins

Humanist

Humanist types are personable and love building and strengthening relationships. They are sympathetic listeners and enjoy serving others. They value acceptance and personal freedom. They fear separation.They want to see testimonials and appreciate incentives, which make them feel valued.

 

• How will your product or service make me feel?
• Who uses your products/service?
• Who are you? Tell me who is on your staff, and let me see bios.
• What will it feel like to work with you?
• What experience have others had with you?
• Can I trust you?
• What are your values?
• How will this help me strengthen relationships?
  

Archetypes: Oprah Winfrey, Chris Brogan, Paula Abdul

 

Why Does it Matter?

Once you understand personas, your marketing messages can be deliberately created to resonate with each.

 

For example, consider the sample paragraph below for a realtor:

 

 

Can you identify the elements that each persona will appreciate? The first sentence caters to Spontaneous types. Competitives will resonate with the second sentence. The third sentence is designed for Methodicals, and the last will resonate with Humanists.

 

Armed with this knowledge, you can stop pushing and start pulling instead. You no longer have to hard-sell; you can gently persuade. You can give your customers what they want, and address their concerns and alleviate their fears. They will be naturally drawn to you, rather than you trying to entice them through force, hype, or manipulation.

 

So what do you need to change on your website and other marketing materials to cater to the four personas? And how can we help?

 

Recommended Reading:

Waiting for Your Cat to Bark? by Bryan & Jeffrey Eisenberg

Please Understand Me: Character & Temperament Types by David Keirsey