If you're trying to persuade people to do something, or buy something, it seems to me you should use their language. -David Ogilvy
The key to marketing that works? Understanding your customers. And not just their age, weight or hair color. It's getting to know their hopes and dreams, their fears and desires.
A person is moved into action for one of two reasons:
- Avoid pain
- Pursue pleasure
So, if you don't know what motivates them, how could you possibly create content that spurs activity?
Oh, you mean personas?
That's just the first part of the story. "Persona" is tossed around a lot these days as the end all and be all to market segmentation. Have a marketing problem? Put a persona on it. That should fix it, right?
Why personas aren't enough
Personas come from our good friend and superstar psychologist, Carl Jung. Here's how he describes them:
the mask or façade presented to satisfy the demands of the situation or the environment and not representing the inner personality of the individual
Read that last part again.
"NOT representing the inner personality of the individual. "
Let's say you're a mom, a soccer coach, and a business owner. Your persona is how you present yourself in each situation. You have a "mom persona", a "soccer persona" and a "work persona" but none of these are really you. It's the "mask" (that's right — persona does mean "mask" in Latin) that you put on when you're interacting with the world.
Personas are a good start, but to truly connect with your audience you need to go deeper.
Archetypes are the key to connection
Luckily, our good friend Jung, stumbled on another piece of psychology gold: archetypes.
a collectively inherited unconscious idea, pattern of thought, image, etc.
Archetypes get to the heart of why people buy. And best of all, it's a pattern of thought. A pattern is a beautiful thing, because it can be repeated.
Segmentation on steroids
Welcome to the wonderful world of creating customized content that speaks to your audience, moves them into action, and can scale. Couple that with efficiencies like Contact Reputation Management (CRM), customizable templates, and effective writing training, and boom — you're ready for the big time.
So, who buys this stuff?
We did a project recently where we helped revamp the customer communications for a Fortune 100 corporation. They found it valuable. Chances are, you will, too.
Have questions? Just ask!