In advertising, there are four user personas identified as competitive, spontaneous, humanistic, and methodical. The goal of a marketing campaign is to develop strategies for each persona, or to retain your preferred user persona and market toward only that group. Individuals within groups react differently to campaigns. Consequently, you should develop your campaigns to attract your desired customers using various strategies which include specific elements:
- Competitive – logical, quick (fast)
- Spontaneous – emotional, quick
- Methodical – deliberate, logical
- Humanistic – emotional, deliberate (slow)
Competitive. The competitive customer is business minded, power oriented, and does not like to waste time. This customer looks for businesses that have high qualifications, a positive track record, and a stellar reputation. This customer reacts strongly to marketing campaigns that outline what you can do for them and how you will support their ideas and conclusions. The best marketing strategy for this customer is to provide them with options, probabilities, and better results than they’ve previously enjoyed from other businesses.
Questions the Competitive customer considers when purchasing:
- What are your competitive advantages?
- Why are you a superior choice?
- Are you a credible company?
- How can you help me be more productive?
- How can you help me look good?
- What are your credentials?
- How can you help me achieve my goals?
Spontaneous. The spontaneous persona enjoys marketing campaigns that are personalized and activity oriented. This customer requires you to present evidence that you are trustworthy and customer service oriented. In marketing to this demographic, you will need to present evidence showcasing why your business is the best solution for them. You can achieve results by focusing on their feelings, interest, and excitement. Additionally, you can help them select your business by offering guarantees and recommendations, but not options.
Questions the Spontaneous customer considers when purchasing:
- How can you quickly get me what I need?
- Do you offer superior service?
- Can I customize your product or service?
- Can you help me narrow down my choices?
- How quickly can I take action and achieve my goals?
- How will your product/service help me enjoy life more?
Humanistic. The humanistic customer reacts to personal and relationship-driven campaigns. This type of customer is somewhat slower in making decisions and desires to develop a personal relationship with you and your business. Their decisions are primarily based on who you are, what you know, and how well you know them, their business, and their market. You can attract this customer using testimonials and a highly attractive portfolio.
Questions the Humanistic customer considers when purchasing:
- How will your product or service make me feel?
- Who uses your products/services?
- Who are you? Tell me who your company is and let me see bios.
- What will it feel like to work with you?
- What experience have others had with you?
- Can I trust you?
- What are your business values?
Methodical. The methodical customer is detail oriented and disciplined with their time. This customer will require evidence of your experience, processes, and knowledge. The desire of this customer is for you to prove that you can provide solutions. You can attract this customer by offering a solution that is rational and supports their principles.
Questions the Methodical customer considers when purchasing:
- What are the details of your offering, including the fine print?
- What processes will you use?
- Can you take me through the process step-by-step?
- What are the product specs?
- What proof do you have that you can help me?
- Can you guarantee your product or work?
Example campaigns for a marketing agency.
Competitive: Professional Marketing Services. Beat out your competition. Build a successful online brand. The competitive persona looks for a company that has a positive and successful reputation. This ad would satisfy the competitive persona looking for marketing services as it showcases a professional agency that knows how to help them get to the top of their industry.
Humanistic: Affordable Marketing. Stay connected with your customers. We have a plan to help you succeed. This ad will be great for the humanistic persona as it explains to them that they will be able to stay connected with their customers, which they would desire to do so. It also shows that they can contact the agency who will develop a personalized plan for success.
Methodical: Professional Marketing. Proven success stories. 100% Satisfaction Guaranteed. This headline will draw in the methodical personality because it shows that it’s not a freelance or amateur company, which methodical customers generally do not prefer. Providing money back will also provide further proof that the agency is trustworthy and customer friendly.
Spontaneous: Affordable Marketing Offer! Low-cost marketing services. Get started on your marketing TODAY! This headline can be used to draw in the spontaneous persona, as they are normally looking for easy, fast, and affordable.
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Dr. Elijah Clark (July 13, 2022). Customer Persona [Web log post]. Retrieved from https://elijahclark.com/customer-persona/