how understanding customer personalities helps you write incredible content

HOW UNDERSTANDING CUSTOMERPERSONALITIES

HELPS YOU WRITE INCREDIBLE CONTENT

AGENDA

Understand the four personalities types Meet each personality & learn their traits Show how to write focused content for each

HOW UNDERSTANDING CUSTOMER PERSONALITIES HELPS YOU WRITE INCREDIBLE CONTENT

@StoneyD

Difference between a personality and persona

ABOUT PERSONALITIES

• Their Motivation• What the visitor needs• Why they are on your sitePersona

• Their Temperament• How they navigate your site• What they need to see or readPersonality


@StoneyD

There are four personality typesABOUT PERSONALITIES

Competitive• a.k.a. Choleric or Lion

Spontaneous• a.k.a. Phlegmatic or Golden Retriever

Humanistic• a.k.a. Sanguine or Otter

Methodical• a.k.a. Melancholy or Beaver


@StoneyD

Each searcher’s personality determines…ABOUT PERSONALITIES

Type of information they are interested in

How they seek out information

Keywords they use Site’s they click on

How they navigate Their expectations


@StoneyD

Meet a CompetitiveCOMPETITIVE

Name: Malcolm Reynolds

Born: September 20, 2468Title: Captain of SerenityOccupation: SmugglerPrevious Occupation: Sergeant Volunteered for the Independents during the Unification War against the Alliance

“…We've done the impossible, and that makes us mighty.”


@StoneyD

Traits of a Competitive personalityCOMPETITIVE

Decisive: Knows what they want when they see it. Want options: Not a shopper, but wants to make a smart decision. Perfectionist: Knows what information he needs to make a decision. Goal oriented: On your site for a purpose. Wants in and out quick. Appreciates honesty: No fluff, no BS. Just be strait. Loyal customer: Earn their business, they’ll be back until you cross them. Hard to “sell”: Selling doesn’t work. Logic does. Dislikes inefficiency: Make your site EASY to use Impatient: Get them the information as quick as possible. Quick to abandon: If they can’t find it, they’re out


@StoneyD

How to write for Competitive shopperCOMPETITIVE

Build credibility: Be upfront, even about downsides

Never make claims that cannot be substantiated

Demonstrate value without over-hype

All information is easy to find

Use links and calls to action


@StoneyD

Meet a SpontaneousSPONTANEOUS

Name: Kaywinnet Lee FryeAKA: Kaylee

Occupation: Ship Mechanic

“Up until the punching, it was a real nice party.”


@StoneyD

Traits of a Spontaneous personalitySPONTANEOUS

Follows trends: Fads are followed. Feeds on positives: Loves to read testimonials and reviews. Opinion-based buyer: Facts don’t matter as much as what others think. Sold by word of mouth: Actively engaged in social media. Turned off by negatives: Too many negative opinions kill any chance of a

sale. May suffer from buyer’s remorse: After-the-sale reinforcement is needed

to get them back again.


@StoneyD

Go beyond bland corporate mumbo-jumbo. Be fun

Captivating and emotional content

Lots of (skimmable) information

Display your unique value proposition

Ready access to customer reviews and testimonials

How to write for Spontaneous shopperSPONTANEOUS


@StoneyD

Name: Zoë Alleyne Washburne

Born: February 15, 2484Title: First Officer of SerenityOccupation: SmugglerPrevious Occupation: Corporal for the Independents during the Unification War against the Alliance

“We're robbing the place, we're not occupying it.”

Meet a HumanisticHUMANISTIC


@StoneyD

Traits of a Humanistic personalityHUMANISTIC

Motivated by security: Wants to see guarantees, return and cancellation policies.

Benefit-Oriented: Needs to know what’s in it for them. Scared of making a bad decision: Don’t lock them in until they are ready. Needs assurances: Hold their hand through the sales process. Relies heavily on a leader: Build up positive reviews and testimonials,

preferably from known sources. Repeat buyer: Once comfortable, they’ll come back


@StoneyD

Links to trust signals

Demonstrate commitment and quality

Robust About us and testimonial pages

Reassurances via guarantees, policies and site security

Emphasizes the bigger picture (world, not self)

How to write for Humanistic shopperHUMANISTIC


@StoneyD

Meet a MethodicalMETHODICAL

Name: Simon Tam

Born: November, c. 2490Title: DoctorOccupation: On the lam for rescuing sister after the Alliance performed medical experiments on her.Previous Occupation: Surgeon

“If there's any fighting, drop to the floor or run away. It's okay to leave them to die.”


@StoneyD

Traits of a Methodical personalityMETHODICAL

Feature oriented: Understands the benefits if they know the features. Doesn’t like fluff: Be straight and honest. Factual based buyer: Back up your claims with sources. Engaged in content: More info means more knowledge. Skeptical: Convincing them is tougher than others. Needs specific, detailed information: There is no such thing as too much

information.


@StoneyD

Present hard evidence in an organized fashion

Write in an authoritative voice

Use graphs and tables, specs and other detailed “proof”

State your facts with little fluff

Don’t say anything that sounds too good to be true

How to write for Methodical shopperMETHODICAL

SUMMARY

Writing for the four personality types….

Helps you create content for each visitor type. Helps your content meet the needs of your audience better. Accommodates the differing desires and goals of each

visitor while driving them to one goal: the sale.

THANK YOU!

Stoney deGeyterPresident, Pole Position Marketing

e: [email protected]: @StoneyD