Recognize the Competitive, Spontaneous, Humanistic and Methodical users coming to your site, and how to give each of them exactly what they need to make them stay.
Create personas, turn them into working narratives, and use the narratives to build scenarios that will convert your site visitors into customers.
Tell a story that sells
2 things going on:
our Sales Process vs
customers buying process - recognise need - do search -compare/evaluate - decide to purchase - purchase/action - revealuate/satisfy
Persuasion architecture
3 questions:
1. who are we trying to persuade to take action
2. what is the action we want someone to take macro vs micro
3. what does the person need in order to feel confident taking the action
Personas build predictive models
1. simple personas - include decison making styles, buying stages and some basic segmentation
2. robust personas - meyers briggs etc
Buyer Personas:
- identify angles of approach customer may take to find your product
Buyers behavior and Modelling
split into:
1. competitive, methodical, humanistic, spontaneous
2. where they are in the buying cycle - just browsing, knows approximately, knows exactly
How they gather info and make decisions tendency towards one -
competitive - logical, quick (fast)
spontaneous - emotional, quick
methodical - deliberate, logical
humanistic - emotional, deliberate (slow)
Find all the important attributes about your product and service:
Take into account:
- why do people buy your product or service
- what makes it different than your competitors
- describe how people think abpout your product
separate in to logical - process for making cake, emotional - e.g flavours
Other sources of attributes:
- keyword research
- Microsoft adcenter search funnels
- segmentation data - analytics, paid vs organic, social vs email
- customer service
- sales teams
- market research
Aiming to Build model, creating narrative around the personas
EG:
Cake maker
Logical/quick (competitive)
- works with party planner
one up on the joneses
cake delivery
benefits of premium cake
Emotional/Quick (spontaneous)
- celebrity chef
- unique flavours
- styles that wow
Logical/dleiberate (methodical)
- How are cakes made
- how are cakes ordered
- features of premium cake
- ingredients
Emotional/deliberate (humanistic)
- who is madame
- testimonials/ W.O.M
- Dietary concerns
Then: build story for each persona
Competitive
Attitude - business like and power oriented
Use of time: Disciplined and fast paced - don't waste time
Requirements: your qualifications, records and value, how well you've done
Weakness: documented evidence stressing results, before and afters
How to present: WHAT you can do for them, what they get etc
Problem Solving: Support their ideas and conclusions
Facilitate Decision: provide options, probabilities & challenge (i.e better place to get a cake?)
The questions the Competitve asks:
- 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
(people very competitive in first few seconds on website)
Spontaneous
Attitude: personal and activity oriented
Use of time: undisciplined and fast paced
Requirements: evidence that you are trustworthy and friendly customer service important
Weakness: show personal attention and interest
How to present: WHY you are the best solution
Problem solving: support their feelings, interests and excitement
Facilitate Decision: provide guarantees and opinions, not options
Spontaneous Questions:
- how can you get me to what I need quickly
- do you offer superior service
- can I customise your product or service
- can you help me narrow down my choices
- how quickly can I take action and achieve my goals
- how will this let me enjoy life more
Humanistic
Attitude: personal and relationship oriented
Use of time: undisciplined and slow paced
Requirements: Who are you, what you think and who you know - about us, real pictures
Weakness: give recognition and approval
How to present: WHO have provided solutions to
Problem solving: support their ideas, intuitions, your relationship with them
Facilitate decision: offer testimony and incentives
Humanistic questions:
How will your product or service make them 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 values
How will it help me strengthen relationships
Good exercise for your about us page: 25 interesting things about you/ help them attach to you/personalise it
Methodical
Attitude: businesslike and detail oriented
Use of time: disciplined and slow paced
Requirements: Evidence of your experience, processes and knowledge
Weakness: documented evidence and preparation
How to prevent: HOW you can provide a solution
Problem solving: support their principles and rational approach
Facilitate decision: provide evidence and service -p to show you can work with them
Questions;
What are the details
Whats the fine print
How does this work
Whats the processes you use
Can you take me through this step by step
How can I plan ahead
What are the product specs
What proof do you have
Can you gaurantee that
Map out the structure of your website to fit your personas
Write up story - as if it has happened before - scenario
Then make up entities for this persona - map out parts of stories can create entities - page, email, demo, webinar - whatever it is to get this persona to meet their task and ours