From Marketing Demographics to Personas: How Well Do You Know Your Customer?

Share Article

The inventors of Persuasion Architecture say the process of defining customers goes beyond demographics to establishing relational and transactional customer models, dubbed "personas."

News Image
For us, personas are stand-ins for buying modalities. These modalities allow a client to understand every possible angle from which a customer can approach and engage with information. They help a client package information to maximize its relevance to the customer’s context.

In the anticipated follow-up to their last New York Times and Wall Street Journal best-selling book, Bryan and Jeff Eisenberg explain how their clients are using hyper-focused profiles of customers and the ways they consume things to build ultra-personalized ways of doing business. Using the marketing framework of Persuasion Architecture, a concept they invented, "Waiting for Your Cat to Bark?" is a new marketing book that moves beyond the concept of demographics to personas, or buying modalities.

The Eisenbergs don’t put cameras in the homes of their client’s customers. They aren’t tracking them via GPS systems embedded in their cars, either. But the startlingly detailed pictures they give their clients of the people who buy their products can make it seem like they’re doing these things.

“Waiting for Your Cat to Bark?” explains the difference between modes of behavior as opposed to patterns of behavior. According to the Eisenbergs, these include information-seeking habits and decision-making styles. Individuals in demographic market segments can move form mode to mode, even within a single interactive experience.

Best Buy, say the Eisenbergs, has experimented with defining their customers beyond old-fashioned demographics. They came up with personas based on relational and transactional customer models, and “Jill” has become their “soccer-mom” persona who allows in-store employees to empathize with women customers who lack technical savvy. But the Eisenbergs have taken things many steps further.

“Nobody currently uses personas the way we do,” write the Eisenbergs. “For us, personas are stand-ins for buying modalities. These modalities allow a client to understand every possible angle from which a customer can approach and engage with information. They help a client package information to maximize its relevance to the customer’s context.”

Principals of Future Now, Inc., Bryan and Jeffrey Eisenberg help companies maximize results by incorporating expert persuasion techniques into website design as well as email marketing, development, and implementation. Co-authors of the New York Times and Wall Street Journal bestseller “Call to Action: Secret Formulas to Improve Online Results,” the Eisenbergs developed the patent-pending Persuasion Architecture marketing framework at the heart of “Waiting for Your Cat to Bark?” Visit http://www.cattobark.com for more information.

Contact:

Michael Drew

512-858-0040

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Michael Drew
Visit website