There are four types of thinking that people use. Here's what they are and how you can use them to communicate with your customers.
Expert Thinkers
Customers who are already experienced with a problem (e.g., an expert) need to know that you also understand what they're going through. You need to present yourself as a collaborator rather than a teacher.
Critical Thinkers
When a customer's challenge is new to them they're looking for answers to their questions and guidance on what they should do next. Your marketing message to these people needs to be one of trust and reassurance.
Strategic Thinkers
Some customers will come to you with their long-term strategic visions. They're interested in learning if you can help them work on this idea in the future. They don't want to get into the details, but rather want to confirm that you're the right resource.
Systems Thinkers
When customers are evaluating their current systems and procedures to determine if a change needs to be made, then they're looking for you to confirm that you are the right resource and that you are flexible to work within there contingencies.
Because your customers could be coming to you from one or multiple ways of thinking, it's important to create marketing content (e.g., website content, blogs, social media content, etc.) that can appeal to each one. The more relevant the message is to them and their needs, the more likely they are to respond to you.
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