A different view on buyer persona

We spend a lot of time analyzing raw databases to better understand how our buyer persona is. The truth is this knowledge should be examined periodically since the global market is so dynamic. And, we need to conclude in our assessment the human factor as well. Especially now.

The human factor can be viewed by the LAB Profile.

The Language and Behavior Profile (LAB Profile) is a way of thinking about people and groups that allows us to notice and respond with just the right influencing language in the product storytelling. It’s tailored to each situation and structured to allow us to understand

·        how people get motivated

·        how they process information

·        how they make decisions.

This approach offers us a way to build influencing storytelling to maximize the impact, regardless of the target, channel, or product marketing materials.

For example, motivation source. How a person makes his judgment process? Is it internally or externally? This pattern affects how we make decisions, which content will create an impact AKA interest.   

Statistics show us that -

40% of people are internal

20% of people are equally internal & external

40% of people are external

What does it mean? Why is this distinction relevant to the buyer persona?

When we are creating the product marketing materials, we need to consider the customer - what to know, what does he need to find.

An internal person gathers information from external sources and then decides based on his awareness and standards of what is important to them. They would want to see application notes, demo, product capabilities, as detailed as possible.

An external person needs external guidance, other's opinions, and external feedback to be motivated to the product/solution.  They would need webinars, testimonials, best practices, etc.

And this is just the tip of the iceberg.

We can use this information when we develop product materials, and make a distinction in the level and form of the information distributed to the market, i.e., to the customer.