Think fast!
Say you want to enroll in a weight program, join a gym, or hire a health
coach.
Would you:
make a rapid decision based on competence, credentials and
efficiency OR
make a rapid decision based who offered the most interesting and
high-touch experience OR
make a considered decision based on who you felt you "clicked" with most
OR
make a considered decision based on who was most detail-oriented and
best-organized?
Well, here's how your potential customers would answer this question:
Note that roughly 70% decide based either on competency and efficiency, or on
who they "click" with - opposite ends of the spectrum!
Yet competitive personalities decide quickly - and social personalities move
more slowly, in a more considered fashion.
And notice that about 30% of your potential customers are split between quick
decisions based on novelty and excitement, on the one hand, and a considered
examination of details, processes and so forth on the other.
The bottom line: you have to market to all four types
Different customer personalities use different information when they buy
health and wellness services.
So good marketing has to speak to all
four types of buyers.
Here's a quick overview of what these customer personalities appreciate and look for:
As a result, here's the kind of marketing message that
resonates most with each personality:
Now, don't make the mistake of thinking that all yoga students are "social" or
"spontaneous" customer personalities. Or that all health club members are
"competitive" customer personalities.
IMPORTANT: All four types of customers buy all types of health and wellness services.
Why does this matter?
Two reasons:
First, you and your marketing team need to recognize that not every customer
"decides" the way you do.
Second, the odds are good that your current marketing materials reflect the
way you and your marketing team like to make buying decisions.
Since most of us
hire people like us, that means you probably aren't even marketing to three of
the four basic customer personalities.
Does this mean we need four sets of marketing materials?
Absolutely not! Here's an example of a marketing message that targets all four personalities.
Compare your own marketing to these principles and you'll instantly spot opportunities to
dramatically improve your own marketing communications.
Learn more in our free mixer
And
join us Thursday, Sept. 24 for our next free mixer, where I'll share more
specifics on how to make sure your marketing talks to every potential
customer.
