Читать книгу The Entrepreneur's Guide To Modern Marketing - Justin Theng - Страница 15

On the right of the worksheet, you see some scales:

 Significance vs. connection

 Certainty vs. variety

 Growth vs. contribution

You need to do this because at the core of anything that a human being does, there is at least one of six basic human motivations. People are either driven by a quest for:

 Significance

 Connection

 Certainty or Safety

 Variety and adventure

 Growth, either personal or community growth

 Contribution, or the feeling of doing something for the greater good

Below this, you’ll see channels. In this area, you’ll have to identify how the buyer persona likes to be spoken to. What communication channels do they prefer? Is it traditional or online? Are they influenced more by social media or by their referrals? Do they prefer blogs or forums? If you’re going to reach out and speak to them, would they prefer phone or email?

If it’s a mix of both, your indicator on the worksheet should go right in the middle. These indicators are not mutually exclusive. But it is helpful to pick a strategy. Whether you go social or you go referral, this way of thinking helps you to pick a strategy and be confident with your decision.