The 4 types of decision makers:
Methodical (slow and rational / logical)
For the methodical decision maker you must explain the process, provide details and examples. You must provide enough information for them to dig into the details. They take their time to decide. They look at the whole page. Their choice is mostly based on facts.
Target them with:
- Lots of details on how you do more
- Long descriptions on your products
- Technical information
Humanistic (slow and emotional)
For the humanistic decision maker you must create a sensory experience. Your website must tell a story with emotion and show the human side. They take their time to decide. Their choice is mostly based on feelings.
Target them with:
- your company branding
- page decorative elements
- photos and videos
- real life stories and testimonials
Competitive (fast and rational / logical)
For the competitive decision maker you must provide credentials and proof of your success of service / product. You must explain your uniqueness. You must be "the best" and "the only". They decide quickly. Their choice is mostly based on facts.
Target them with:
- one main headline / heading showing the benefit
- highlight your niche
- show testimonial / accreditation
Spontaneous (fast and emotional)
For the spontaneous decision maker you must help them see themselves. You must show it is quick and easy to purchase or invest in your service. You must encourage them to act NOW. They decide quickly. They want to be in the driving seat - working through your site quickly to their end goal. Their acts are based on feelings.
Target them with:
- big buttons with clear links
- catch words such as FREE
- photos of people like them
No one truly fits completely into a mold.
When we make decisions, we typically strongly favor one of the 4 decision making styles. BUT in any one day we can swing from one type to another.
The key is to make sure every page in your website has something for each of the 4 types of decision makers.
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