Do you ever have a sudden impulse to click on a sponsored ad on Instagram? Do those “sale ends tonight” emails reel you in? Does the brand your friend promotes make you want to give it a try? While we’re all buyers, there are different sales tactics that motivate us to make purchasing decisions. We’re influenced differently by the information that’s being presented to us. The question is: how do we make these decisions?
As an entrepreneur, understanding the 4 Buyer Personalities is essential in how we communicate our offering to our target customers. While these can be applied in many areas of our business, they are most applicable in how we approach building out sales pages. When creating a sales page, we should incorporate tactics that appeal to each buyer personality into the page. In doing so, we’re strategically targeting each person and what they need to see to turn their maybe into a “YES, I’m sold!” Here is a breakdown of how to understand your consumers:
Spontaneous Buyers are the ones who make buying decisions on the fly. These buyers are triggered by emotions and they don’t want to wait. They are easily influenced by people they admire including thought-leaders, influencers, and family/friends. This means that they can be pre-sold on something because of someone’s opinion.
They love words like “Now”, “Limited Offer” and of course, “Sale”. This is where the scarcity strategy is effective for this buyer. Show them the value of your product quickly and have a way for them to purchase fast.
Include a Buy button at the top of your sales page and a few times throughout so that it’s obvious on exactly how to take action.
Give them the details! The Methodical Buyer craves the nitty-gritty before making a buying decision. Think of this as the person who reads the fine print and often clicks the FAQ button. Methodical buyers can be some of your best clients, as they follow through and often come back for more once the’ve done their research and are invested in who you are and what you’re offering.
Comparison tools and pricing sheets are key to these buyers. Ensure your contact details are accessible for this consumer as they tend not to trust others review or ratings.
Include a detailed FAQ at the end of your sales page that covers all the detailed questions that someone might ask. Also consider posting a Q&A box on your Instagram story when talking about a new product offering to give your Methodical Buyers an opportunity to ask their own questions.
The Humanistic Buyer likes to take their time in making emotional decisions rather than logical ones. Think about human connection and telling a story about how your product or service will enhance their life or business. These buyers like to rely on valued relationships with those they purchase from. They like feeling included in the “community of like-minded” consumers.
The Humanistic Buyer will engage with stories that ping on their emotions while also looking for logic before impulsively jumping into the sale. It is best to implement stories of human connections and “feel good” moments in your marketing.
Include testimonials of previous clients/customers that share their first-hand experience with the product or service. Written testimonials are better than nothing, but video testimonials are always better than written!
The Competitive Buyer will often wait until the last minute before making a purchasing decision. They like to have a feeling of control over their buying decision. This person often takes a bit more convincing and likes to make logic-based purchases.
Those feel good stories tailored for the humanistic buyer aren’t going to cut it for Deadline Dancers. They want to know that they’re purchasing from a legit source, and will more than likely check out your credentials. Make sure your About page is killer!
Like Spontaneous Buyers, Competitive Buyers may need a set deadline to force them to make a decision. Running a limited sale on your offering, like an early-bird discount, will encourage them to make a decision on what you’re offering.