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Develop Buyer Personas to Discover Emotional Triggers That Motivate Your Audience to Buy

Larry Stopa
by Larry Stopa on Nov 1, 2018 2:49:00 PM

How well do you know what motivates your customers to buy? You defined your product benefits to illustrate their appeal, but do you know what the emotional triggers are that will make those benefits resonate and motivate purchase? How can you discover what those triggers are?

There is a methodology that can guide you to those answers. Developing Buyer Personas will give you the insight to better know your buyers. You will give your buyers real depth with a face and a name. You will get to know them so well that you could figure out what emotional appeal your product offers them. Fire their emotions for your product, and you will win the sale.

Why the Buyer Persona Methodology is Effective

Developing Buyer Personas makes you think deeper to better know your customers. You would identify your customer demographics, lifestyles, buying patterns , online activities, and much more. That insight will help you identify what triggers will motivate purchase. You give your buyers breadth and depth. You will have the insight for more effective marketing.

Consider what astute observers can glean from a person’s refrigerator. Now picture your buyer’s refrigerator. What is stocked in there? How is it organized? What does that tell you about that person’s life? Take that approach to develop your Buyer’s Persona. You can discern what is important to them. You come to know them as your friends. You will learn what makes them happy.

Now apply that insight toward your product marketing. You can envision your product’s sizzle that will entice them to want it.

Let me give you a real world example how Buyer Personas can boost your marketing effectiveness. E-Power Marketing has a small business client selling above ground swimming pool liners. Last winter, we refined its Buyer Personas and applied that insight to a large, strategic online marketing program which included content marketing and digital advertising. The results speak for themselves.

  • Total revenue increased 63.4% and the number of transactions by 132.7%!
  • Revenue generated from paid visitors increased 59.4%
  • Revenue generated from organic visitors increased 24.9%
  • Google Ads saw a 192.9% increase in conversions and Bing Ads a 103% increase

Of course, buyer personas are just one piece of the digital marketing puzzle, but these are not uncommon numbers for brands that use Buyer Personas to guide their marketing.

Define Your Niche to Own Your Niche

Let’s take this further and use your new buyer insight to tune your brand positioning. How would you polish your positioning to better appeal to your buyers’ emotional triggers? How would you define your niche that would best appeal to them?

When you sharpen your positioning, you will know what messages will work to generate response. You will know where to place those messages when your buyers are in the mindset to buy from you.

Do this well and you can beat your competition. Do this better than your competition and you can win even when your competitor has more resources.

Here is Your Guide to Make Persona Development Easier

Strong Buyer Personas can make or break your marketing strategy, which is why they take time and thought to put together. E-Power Marketing wants to make it easier for you to create or revise your own Buyer Personas, whether your marketing targets business buyers or consumers.

Download your Buyer Persona Development Guide here

We know that developing Buyer Personas can seem daunting, especially when you first start creating them. E-Power will work with you to develop your Buyer Personas. Just contact me. I’ll be happy to discuss how to tackle the methodology with you.

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Larry Stopa
Written by Larry Stopa
Since establishing E-Power Marketing® in 1998, Larry has grown it to become a highly successful business focused on generating the results that impact our clients' bottom line. Larry oversees all client programs, new business initiatives and leads the team to continued growth and ongoing education.

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