4 4 Psychographic Psychographic PersonasPersonas

Psychographics vs. DemographicsPsychographics vs. Demographics Psychographics more important than demographics.

Psychographics tells how individuals perceive the world.

Psychographics – Attributes relating to personality, values, attitudes, interests or lifestyles.

Demographics are only loosely correlated to behavior – often unhelpful in predicting marketing response.

Demographics – Attributes related to age and gender.

The Four PersonalitiesThe Four Personalities A: Competitive

C: Spontaneous D: Humanistic

B: Methodical

Controls Emotions/Logical

Displays Emotions

Asks Tells

•Briefly describe the thrill/experience the product

provides.

•Wants more detailed information.

•Describe in detail how the product will help them

get things right.

•Show them how the product will advance their

goals.

•Compete with other poker players.

•Show them how the product will positively affect

others.

•Humanistics love testimonials.

•They want to know more about the company

and who’s behind it.

A: Competitive A: Competitive -- Chris Chris Attitude: Business like, power oriented.

Time: Disciplined, strategically paced.

Question: What can your solution do for me?

Approach: Provide options, probabilities and challanges.

Clearly define what are the benefits of your products.

He will need to know particularly why he should

choose you over his other options. He is looking to

keep a competitive edge and use products that will

make him feel and look better than others.

B: Methodical B: Methodical -- Miriam Miriam Attitude: Business like, detail oriented.

Time: Disciplined, methodically paced.

Question: How can your solution solve my problem?

Approach: Provide hard evidence and superior service.

She wants to know more about the product and

to feel that you have detailed information that will

educate her; otherwise, if you cannot provide this

for her, she interprets this as you not being a

credible source. She wants proof.

C: Spontaneous C: Spontaneous -- SallySally Attitude: Personal, activity oriented.

Time: Undisciplined, fast paced.

Question: Why is your website best for the problem?

Approach: Quickly address values and provide assurances, credible opinions rather than options.

Offer immediate gratification where appropriate.

The web site should speak to her and begin to build

rapport, raise confidence and propel her towards

immediate gratification. She doesn’t just want a good deal,

she wants a good experience as well. Let her know what

the experience will feel like and appeal to her emotionally.

D: Humanistic D: Humanistic -- Henry Henry Attitude: Personal, relationship oriented.

Time: Undisciplined, slow paced.

Question: Who has used your solution to solve my problem? Who are you and why do you care

about me?

Approach: Offer testimonials and incentives.

He needs more information about who the founder is

and who the people in the organization are. He

wants to see pictures of the people working here. He

wants to see testimonials of what other customers’

experiences have been with the products.

Personality Eye Tracking StudiesPersonality Eye Tracking Studies

Reference: http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/

Writing For Different PersonalitiesWriting For Different Personalities

Write for the fast paced personalities (competitive, spontaneous) early on the page. Put their call to

action early. Then write for the methodical & humanistic personalities. • Bullet points that begin with verbs is effective.

• Tell vs. Show – Show that you understand don’t just tell.

• Use verbs & mental images.

• Talk more about what your products can do for the visitor than about the products

benefits or the company. ~60% more customer focus than we-focus.

THANK YOUTHANK YOU

Digital Marketing Agency - Croud.com.au @PSVerasdonck

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Pieter.Verasdonck@Croud.com.au

Inbound Marketing Director - Pieter S Verasdonck