You may have heard the news that I joined the faculty at MarketMotive. I had a great time recording my first session, “The Power of Perspectives in Persuasion.” During the session, I explained perspectives (the four basic personality types) and how they impact what people look for on a website.
At Future Now, we always caution people to be careful not to use this information to stereotype. While individuals operate from each of these perspectives, we do have preferences. It’s similar to right vs. left-handedness. For instance, people who would generally be considered Methodical can become Spontaneous at any moment. Just as it’s far easier to sign your name with your preferred hand, you can sign it with the other — even if the result is a bit awkward. Obviously, you wouldn’t want to design your website for only lefties or righties.
Since individuals each go through their own personal buying process, any sale has the potential of being a complex sale. As you’ll see in this screencast, the shift between a customer’s buying modalities, and the failure of a website to address them, can cause the buying process to break down. Companies must invest in understanding and planning for how these different modailities influence the buying process. This is why many companies have chosen to use customer Personas to help plan not just their websites, but entire multi-channel strategies.
Personas fail for a few sad-yet-predictable reasons. We’re often asked by potential customers to review and refine the Personas they’ve received from other firms in order to make them actionable, the way the Personas developed by Future Now are. It’s not always possible, but we try to salvage that investment. Oftentimes, the Personas they received elsewhere are nothing more than traditional market segments, lacking the types of nuanced personal insights it takes to really make them actionable. (Please contact us at Future Now if you want to learn more on about making your customer Personas actionable.)
In this screencast, I’ll show you a real life example of how — believe it or not — even my brother Jeffrey (also Future Now’s CEO) and I can shift from our own buying preferences to different modalities without realizing it at the time, or even consciously switch modes in order to complete a certain task. Everyone does this. It’s how Personas and buying modalities work together to create persuasive momentum.
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[Editor's Note: Want to know what motivates your customers to buy? We can help.]