You can’t sell to everyone online – targeting your customer base is important. But even if you have identified your ideal customer in terms of age, location, buying habits and so on, how well do you know them? Here is a tool that will help you discover their core motivation – and will guide you towards connecting with them on an emotional level.
The Limbic® Map marketing research tool identifies 3 core motivations. Which one of the following best resonates with your typical online visitor?
These personalities are motivated by being in control. They like standing out from the crowd. They value status and want to be part of an elite group. These are the people that rush to get the latest versions of smartphones, TVs and so on.
If this sounds like your visitor, consider having a premium subscription service on your website, or use words such as “Outstanding” in your landing page copy.
Allow them to get recognition for their efforts – being able to reach the status of an Influencer in LinkedIn is one example of a process that would appeal.
Personalities in this category strive to be different. They want to stand out from the crowd and love adventure.
Words such as creative, fun, curiousness, variety and art typify what motivates them. Crisp landing page designs appeal to this category along with an injection of humour in the copy. You will need to inject stories and visuals to keep them interested.
They seek freedom and individuality, so if you can offer a products that are not mainstream or if you can offer a personal, customised service they are more likely to engage.
Minolta increased its sales of photocopiers in Austria by 136% when they focused on the urgency principle – limited time offers etc. They then decided to focus on the fact that their customers typically fell into the Balance category of theLimbic® Map. They valued safety, security, tradition and relationships.
They want to be seen as loyal and like being accepted by their peers. Minolta tested landing pages that focused on these traits. For example, they highlighted their strong relationship with their visitors. “Thank you for making us No 1 in Austria”.They also draped the page with an image of the Austrian flag.
The result? sales grew by 800%.
Consider theLimbic® Map as a useful starting point for building your landing pages. A/B testing will let you know if you are on the right path.