When you’re considering your marketing needs, you know what your products or services are and that you want your marketing campaigns to inspire your buyers to purchase them. But do you know who your buyers are? 

There are many types of buyers, and it’s important to know which type your buyers are. Are they trailblazers? Status seekers? Do they play it safe? Different messaging appeals to different personality types, so it’s helpful to know which categories your customers fall into. 

Here is the list of “types” created by marketing strategist Gary Hennerberg. In which categories do your customers fit? 

#1. Trailblazers/Early Adopters

These are the technology innovators. They yearn to be first. They are the ones standing outside the Apple Store overnight just to grab the latest gadget before anyone else. 

In your marketing copy, position them as ahead of the curve. Try to reach them digitally, and not with methods like direct mail marketing. Your digital asset manager can help.


#2. My Brand/My Lifestyle

These buyers associate themselves with specific brands. They are proud of the brands they own and like to brag about them. They appreciate promotional products from well-known brands. Flatter them by positioning them as influencers. 


#3. Money Matters

This audience is practical and combines cost and value when making a decision. Talk to them as sensible buyers who make smart choices. 

They aren’t as impressed with especially flashy marketing. Pragmatic methods like direct mail marketing still work with this type of buyer.

#4. Right Thing To Do

These buyers have a strong sense of ethics and feel that if the right causes aren’t supported, the world will suffer. Talk to them as the ones who are doing their part to make a difference–even if that difference is just purchasing from you.


#5. Social Relationships

These buyers have a deep need to be accepted. If they don’t buy the right products or travel in the right circles, they believe their social ranking will suffer. Position them as achieving the status and acceptance they desire by becoming your customer. 


#6. Adrenaline Seekers

Adrenaline seekers feel that the odds are stacked against them, so they need to take advantage of opportunities when they arise. If they don’t, those opportunities may never come back. Financial investors tend to fall into this category. 

Creative and cutting-edge marketing is ideal for this group and requires moving away from even the best high-quality printing and direct mail marketing schemes.


#7. Playing It Safe

These buyers are cautious and methodical. They want to gather all of the information before making a decision. 

Help them in the process and provide assurances that their decision is safe by offering clear information and what they can expect from your company.


#8. Feeding My insecurity 

These buyers are similar to the Social Relationships buyers. They feel that they have something to hide and fear that their flaws will be exposed. Position your products and services as helping to protect their vulnerabilities. 


#9. Did I Matter? 

For these buyers, their legacy is important. They want to be remembered for their impact on the lives of others. Position your products as helping them make a difference for future generations. 

Once you understand the different buyer types, you can tailor your marketing efforts to target the right buyers in your market. 

Which personalities fit your products best? Which buyers will your brand appeal to? Understanding how your customers fit into these buyer categories will help you craft the right messages to motivate them to buy. 

Your marketing will be more successful and your business will grow when you know how to categorize your buyers. 

PMI, located in the San Francisco Bay Area, offers creative marketing services, marketing fulfillment services, and more for businesses like yours across the United States.

Northern California
33200 Transit Avenue
Union City, CA 94587
P 510.931.7000

Southern California
6790 Embarcadero Lane, #100
Carlsbad, CA 92011
P 858.800.4424

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