Marketing types are fond of classifying people into
categories. Here are four which I took from "Differentiate Or
Die," by Jack Trout with Steve Rivkin. (John Wiley & Sons, New
York, 2000, p15.) Only the first few words of each are included
here.
> Intuitives... use intuition. Concentrate on the
possibilities. They avoid the details and tend to look at the
big picture.
> Thinkers... analytical, precise, and logical. They
process a lot of information, often ignoring the emotional
or feeling aspects of a situation.
> Feelers... interested in the feelings of others. They
dislike intellectual analysis and follow their own likes and
dislikes.
> Sensors... see things as they are and have great respect
for facts. They have an enormous capacity for detail and seldom
make errors.
Which Best Suits You?
Texts in psychology also often break people into types as
above. I have seen several dozen such definitions. Each is
often quite different from others. With apologies to Stout and
Rivkin (and many others), I don't find such groupings helpful.
While many of the people I have known might seem best suited
to one definition, each includes key characteristics from the
others. Did you find one that suited you? Or are you one who
is some combination of two or more categories?
The reason for defining such categories in marketing is to
get a better focus on your Perfect Customer. If you can do so,
no doubt your dialog will be stronger. It is because of this
possibility that I included the above. Most, however, will not
want to slice things so thin.
Situations Vary As Much As People Do
If you are selling a computer, complete details will fill
a large book. Even the most dedicated fact finder doesn't want
that much information. On the other hand, if you're selling
balloons, what details are available?
Visitors to your website may be predominantly one type or
another, but this depends to a large extent upon what you are
offering. If you are selling lures to fisherman, you are going
to meet all of these types, and combinations of them.
As buyers, personality types may not hold. Thoughtful,
introspective people may buy after just a glance, particularly
if they're in a hurry. The impulsive type who generally buys
with little thought, may become engrossed in the tiniest details
and refuse to make a decision until all questions have been
answered.
Other Models
As suggested, there are other sets of categories into which
people can be grouped. Hundreds have been published. Here's
one that works pretty well for me.
Show-Me - This type doesn't care how it works. They only
want to know what it does, and specifically what it will do for
them. Pictures and drawing work well with this type. Simple
descriptions of what the product does also work.
Prove-It - These people are not content until you have
provided evidence to support every assertion made. If you say
something about your product you can not demonstrate, you will
lose this customer.
How-It-Works - This type wants only to know how it works;
they will make their own decision as to whether or not it works
well enough. Details make this type happy. And they want a
clear definition of each product feature.
A Better Course
Build your own definition of categories as I did above,
based on what you have learned about your target. If most
interested in your product want details, provide them. If most
want facts, list them all. If they want only an overview, give
one that is brief and to the point.
If you can add these kinds of characteristics to your
definition of your Perfect Customer, so much the better. Most,
however, will find this difficult to do, even impossible. So
unless dictated by your product or other specific conditions,
here is the better plan for presenting information.
Cover The Bases
Ignore personality types, and think in terms of behavior.
When your Perfect Customer hits your site, chances are more than
a dozen sites have already been visited, and briefly. You have
only seconds to capture attention and draw this person into your
page and site.
You need a dandy first impression which immediately lends a
sense of credibility and expertise. Next, you need a great
headline that grabs attention and provides a great benefit to
your Perfect Customer. You need captivating sub-headings
throughout the page, for most visitors will see only these
initially. And you need a clear link to an order form.
This of itself takes care of those in a hurry, regardless
of personality type. If anything on the page grabs attention
and reading begins, you can then provide other kinds of
information.
Rather than deciding whether or not your Perfect Customer
wants details, proofs, drawing, or whatever, the better plan
is to have all available. That is, let the headline and
sub-headings give a brief but comprehensive overview, for all
need this. Include further details and benefits under each
sub-heading. For extended details and "proofs," offer links
to a new page.
Summing Up
As you can see, I'm not convinced any personality traits
need to be added to your definition of your Perfect Customer.
Unless your target is clearly only one type, the better plan may
be to offer the essence of your product in the page, with links
to other information some may need.
Abstracted from "Your Path To Success"
About the Author
Bob McElwain, author of "Your Path To Success" and
"Secrets To A Really Successful Website." For
info, see
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