Matching your content to your customers is about two things:
- quickly and clearly communicating the specific critical information that each customer is looking for to make their purchase decision (price, value, action, personality)
- making the customer feel seen in their specific state of mind during the buying process
But since people are never one buyer type exclusively, and your customers will be a mix of buyers to begin with, it’s important to have a mix of content that speaks to more than one of the buyer types.
If you rely too heavily on tactics for one buyer type, you risk alienating others. People who just want to see your smiling face will be turned off if all you’re posting about is promos and deals.
The key to communicating to various buyer types is to tailor your content to the customers who will be seeing it in any given context. So, for example, maybe the content which details your offering on your website is developed with value buyers in mind, while your social media content is developed with a view toward relationship buyers.
Finally, don’t forget to balance the scales.
If we were to plot the buyer types on a scale from emotional decision makers to intellectual decision makers, relationship and convenience buyers would be toward the emotional end of the spectrum, while price and value buyers would be at the intellect end. So be sure to add a little emotional weight into your content for the latter and some intellectual weight to the former.
