The Three Types Of Buyer Persona Functions

Who Are Your Prospects

When thinking about contact targeting and personalization, there are three types of people you need to focus on when building out your buyer's journey and ad targeting.

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Not All Buyer Personas Are The Same

I've worked for numerous companies in the past and some of them got this right, but most times, when we created content, copywriting and used paid media, the target market was all the same.

The problem with this approach is that each person you engage with at a company isn't the same. They all play different roles and have different priorities and problems they are solving.

Before we talk about types of buyer personas, you better first understand who your ideal customer profiles are, and yes, these are different.

Persona: Platform Users

The first persona we'll be talking about is the User (insert flashback to Tron, the rumors are true, we have a User in our midst).

The User is the type of person who will be using your platform. They will be the ones who need to understand how it works, its capabilities, functions, emotional relief, and how it could make them look good to their peers, managers, and executives.

The way you message a User is focusing on Functions and Emotions.

You want to tell them with your Claims that you will make it so they can do their jobs better and easier so that they aren't as stressed after using your platform.

Persona: Decision-Maker

The second persona type is the Decision-Makers who are a little different but similar to Users. The reason they are the same as the User is they are aligned with a lot of the same problems and stressors. They are different because they most likely won't be the ones who are using your platform.

The way you message a Decision-Maker is focusing on Emotions and Status.

You want to tell them with your Claims that you are looking out for the best interests of their teams and allowing them to do their jobs easier but also giving the ability to look good in front of the executives as they are who they report to and hopefully will be able to go to them with good news once they start using your platform.

Persona: Executives & Owners

The last persona type is the Executives & Owners. Most times, you won't talk to these people directly, they delegate most of these decisions to the Decision-Makers but each year when you renew your contracts, this group will have a lot to say.

The way you message Executives & Owners is focusing on Functional Results.

Each year when you go to renew your contracts, you want to make sure you pull a report of all the value you added to their company and results they achieved from the capabilities they gained from your platform, these results may include:

• Saved time that could be used on other projects
• Increased revenue by reducing the costs in an area of their business
• Additional opportunities from tapping into a market they weren't aware of

Each of the results is unique as they refer back to the initial agreement and Claims you positioned that make them become a Customer in the first place, your job is to remind them that they are getting what they paid for and making the value clear.

Conculding Thoughts

When creating content, copywriting, or running paid media always remember who you're currently targeting and understand what matters to them.

If you can do this properly, you should be able to focus your content, copywriting, and ads toward the Users and use their pain to Champion you against the Decision-Makers.

Once a customer, then use the Decision-Makers and ensure they are seeing the value of their decision so they will become your Champions come renewal against the Executives & Owners who are always looking for ways to reduce costs.

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