Posts Tagged ‘Self-Service Value’

Persona Marketing and Magnetism

2008/11/24

Magnetism can help us understand the potential of Persona Marketing using the simple rules that opposite charges attract and identical charges repel. 

A seller may place a positive charge on a product to attract buyers after paying marketers to research and segment markets and build the brand.  Marketing strategy and efforts would focus on the findings, observations and analysis that buyers are attracted to products with a positive charge.

It is at this point that more often than not that a strange thing happens.  Some buyers (negative charge) purchase the offered product (positive charge) but many others with the same interests don’t buy.  Other buyers (positive charge) who would never be expected to buy actually buy the product (positive charge).

Welcome to reality where a Persona changes behaviour instantly, for their own reasons, in their own time.  

An AC motor operates by alternating charges from positive to negative constantly but unlike the AC motor we never know why or when a person may wear or discard a Persona mask and its associated behaviours.

How do we adjust to serve our customers, stay relevant and earn profit?

We must simply serve Persona behaviours and let people behind the mask tell us what to do.  This is done by providing sensible Persona based navigation options or choices.  In the previous story a person may wear one Persona (positive charge) or another (negative charge).  We would never be able to tell which Persona mask is being worn by an individual unless they declare.  Providing a person the ability to declare their interest is simpler than most people think and a web site is one way to accomplish this by providing different paths to people with different interests or Persona behaviours.   A Persona declares their interest and the value useful to them by navigating the web site.

For more details around web site navigation see www.scenario2.com and to to Web Strategy Instruction.

Cheers,

Nick www.scenario2.com