Yesterday I attended a fascinating masterclass with Ryan Levesque called “The Hybrid Funnel Transition”.  I don’t want to get into all the nitty gritty details of building a hybrid funnel, but I do want to share an awesome takeaway that I think you might find useful. Ryan shared with everyone that there are essentially four buyer personas that every business owner needs to be aware of when crafting their marketing campaigns.  

And they are as follows:

• The Spontaneous Buyer – this is the buyer that loves all the new stuff.  They make buying decisions quickly, based on the excitement of something “novel”.  They ask their questions later, after hitting the buy button.
• The Methodical Buyer – this is the buyer that needs all the details.  They have questions and many of them.  This buyer will read your entire sales page and still might not get all the answers they want.  They make very careful decisions based on facts.
• The Humanistic Buyer – this buyer is moved by connection and loves a good story.  They want to hear stories from other people that have experienced results from your offer.  This buyer makes heartfelt and emotional decisions.
• The Competitive Buyer – this buyer is often referred to as a deadline dancer.  They are motivated by time and if it’s running out, they will often buy at the last minute. It’s possible this buyer was on the fence and as soon as you give them a deadline, they act.

What is important to understand is that all of us have a preferred way we make decisions and buy.  We often think how we make buying decisions is how our clients will make decisions, so we will use those tactics in our marketing.  But that is not necessarily true.  Their reasons for buying may be completely different than your own.  That is why you need to appeal to all four types of buyer personas when you plan your marketing strategy.

Think for a moment about all the varying touch points in our marketing that we can use this buyer personas concept…

• Social posts
• Ads
• Workshop content
• Show up emails
• Sales page
• Sales emails

Let’s pretend for a moment that you have a group coaching course you want to launch. Your marketing strategy might look something like this:

• A 90 masterclass related to your offer with a 15 minute sales pitch that includes an emphasis on excitement, client stories of transformation, details of your offer and a deadline to submit their application to enroll
• 4 different social posts and 4 different ads, each one targeted at each of the 4 buyer personas
• 2 Show up emails to attend the workshop – one that builds the new and exciting and gives the details and one that shares a client story with a reminder that the time is almost here and there won’t be a replay (have to catch it live)
• A sales page for your offer that includes all the elements that are important to each of your buyer personas
• A minimum of four sales emails (probably more), each one targeting a specific buyer persona

So the next time you are planning a launch and a corresponding marketing campaign, keep in mind that not everyone purchases for the same reason.  You must appeal to all buyer personas when building your funnel and marketing your offer.

Need help with your next launch or planning your marketing strategy, schedule a call here.