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How Understanding Customer Personalities Helps You Write Incredible Content
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How Understanding Customer Personalities Helps You Write Incredible Content

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There are four basic personality types in the world. Depending on who you talk to, they go by different names (Competitive / Choleric / Lion or Humanistic / Sanguine / Otter, etc.) Each of these …

There are four basic personality types in the world. Depending on who you talk to, they go by different names (Competitive / Choleric / Lion or Humanistic / Sanguine / Otter, etc.) Each of these personalities have uniquely dominant traits that effect how they research, shop, read and interact with your website. Profitable online businesses learn how to generate content for each of these personality types.

Using four characters from the TV show Firefly (and Serenity, the movie that followed) this presentation will dissect each of these personalities, showing you the types of information they want and the specific information they need in order to become your customer. We'll show you how to write content that best resonates with each of these personalities, and how best to integrate it into your main website content pages.

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  • 1. HOW UNDERSTANDING CUSTOMER PERSONALITIES HELPS YOU WRITE INCREDIBLE CONTENT
  • 2. AGENDA  Understand the four personalities types  Meet each personality & learn their traits  Show how to write focused content for each
  • 3. 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 site Persona • Their Temperament • How they navigate your site • What they need to see or read Personality
  • 4. HOW UNDERSTANDING CUSTOMER PERSONALITIES HELPS YOU WRITE INCREDIBLE CONTENT @StoneyD There are four personality types ABOUT 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
  • 5. HOW UNDERSTANDING CUSTOMER PERSONALITIES HELPS YOU WRITE INCREDIBLE CONTENT @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
  • 6. HOW UNDERSTANDING CUSTOMER PERSONALITIES HELPS YOU WRITE INCREDIBLE CONTENT @StoneyD Meet a Competitive COMPETITIVE Name: Malcolm Reynolds Born: September 20, 2468 Title: Captain of Serenity Occupation: Smuggler Previous Occupation: Sergeant Volunteered for the Independents during the Unification War against the Alliance “…We've done the impossible, and that makes us mighty.”
  • 7. HOW UNDERSTANDING CUSTOMER PERSONALITIES HELPS YOU WRITE INCREDIBLE CONTENT @StoneyD Traits of a Competitive personality COMPETITIVE  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
  • 8. HOW UNDERSTANDING CUSTOMER PERSONALITIES HELPS YOU WRITE INCREDIBLE CONTENT @StoneyD How to write for Competitive shopper COMPETITIVE 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
  • 9. HOW UNDERSTANDING CUSTOMER PERSONALITIES HELPS YOU WRITE INCREDIBLE CONTENT @StoneyD Meet a Spontaneous SPONTANEOUS Name: Kaywinnet Lee Frye AKA: Kaylee Occupation: Ship Mechanic “Up until the punching, it was a real nice party.”
  • 10. HOW UNDERSTANDING CUSTOMER PERSONALITIES HELPS YOU WRITE INCREDIBLE CONTENT @StoneyD Traits of a Spontaneous personality SPONTANEOUS  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.
  • 11. HOW UNDERSTANDING CUSTOMER PERSONALITIES HELPS YOU WRITE INCREDIBLE CONTENT @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 shopper SPONTANEOUS
  • 12. HOW UNDERSTANDING CUSTOMER PERSONALITIES HELPS YOU WRITE INCREDIBLE CONTENT @StoneyD Name: Zoë Alleyne Washburne Born: February 15, 2484 Title: First Officer of Serenity Occupation: Smuggler Previous Occupation: Corporal for the Independents during the Unification War against the Alliance “We're robbing the place, we're not occupying it.” Meet a Humanistic HUMANISTIC
  • 13. HOW UNDERSTANDING CUSTOMER PERSONALITIES HELPS YOU WRITE INCREDIBLE CONTENT @StoneyD Traits of a Humanistic personality HUMANISTIC  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
  • 14. HOW UNDERSTANDING CUSTOMER PERSONALITIES HELPS YOU WRITE INCREDIBLE CONTENT @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 shopper HUMANISTIC
  • 15. HOW UNDERSTANDING CUSTOMER PERSONALITIES HELPS YOU WRITE INCREDIBLE CONTENT @StoneyD Meet a Methodical METHODICAL Name: Simon Tam Born: November, c. 2490 Title: Doctor Occupation: 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.”
  • 16. HOW UNDERSTANDING CUSTOMER PERSONALITIES HELPS YOU WRITE INCREDIBLE CONTENT @StoneyD Traits of a Methodical personality METHODICAL  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.
  • 17. HOW UNDERSTANDING CUSTOMER PERSONALITIES HELPS YOU WRITE INCREDIBLE CONTENT @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 shopper METHODICAL
  • 18. 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.
  • 19. THANK YOU! Stoney deGeyter President, Pole Position Marketing e: stoney@PolePositionMarketing.com t: @StoneyD