How to Communicate Better to Your Successful Small Business Customers

January 29, 2015 / by Paige Gilbert

target_the_right_customersDo you know how to truly motivate people to buy your product or service? The key is to speak their language. In order to do this, you need to understand who you are communicating to and how to communicate better. It’s not about them, it’s about you, and what you need to learn to help the consumer find the product or service they want or need – your product or service. The catch is, sometimes they aren’t aware they can get what you have to offer because you aren’t speaking to them.

You might be hearing about buyer personas a lot lately. These are fictitious representations of your ideal customer. Each company should identify at least 2 and no more than 7 buyer personas, the people you identify as your target audience to market to. There are many marketing tools in the toolbox, but one way you can take your marketing to the next level is by understanding the 4 different ways we all think, feel and take on the world – the temperaments of your buyer personas. Understanding each temperament will help you have a successful small business because it will teach you how to communicate better to your customers.

Why using temperaments in your marketing will help you communicate better

1. It allows you to find your audience based on their interests. Based on which blog posts receive the most comments, what social media posts get the most interaction, or the type of offers that are being downloaded the most, you can get an idea of what your audience is interested in reading.

2. It creates a comprehensive discussion for readers. If each of your blog articles target a specific temperament, each person that reads your blog will be able to identify on some level with what you’re saying.

Remember, we can all identify with the 4 temperaments, but each of us gives preference to one.

Learning how each temperament sees the world

So, let’s see what it might look like to understand your customers. Imagine you’re a podiatrist and one of your buyer personas is a working adult, who lives in New York City, and is experiencing chronic foot pain. Below is a basic description of each temperament and a sample blog title that would “speak” to them.

The Methodical. This person prefers systems and procedures. They primarily think in terms of black and white. They want you to give them as much detail as possible, and the step-by-step instructions to achieve the goal.

5 Reasons You’re Experiencing Foot Pain and What to Do About It

The Spontaneous. This person is in the here and now. They want to know what they can do now to get started today so they don’t miss out on what life has to offer.

The One Thing You Can Do Today to Help Your Foot Pain

The Humanistic. This person puts an extremely high value on people, community, and relationships. They can strongly relate to something when you tell them a story using descriptive words that elicit strong emotions.

Is Your Excruciating Foot Pain Ruining Your Relationships?

The Competitive. This person is always striving to do better and thinks in terms of big, visionary ideas. They like to learn so that they are constantly improving not only their business, organization, home etc., but also themselves. They want to always be a step ahead of their competitors, but are often competing against themselves.

The Best Foot Pain Treatments to Ease Your Discomfort

Putting it into practice

Understanding the 4 temperaments and honing in on knowing your buyer personas will teach you how to communicate better in your marketing, but it doesn’t stop there. You’ll also start recognizing the temperaments in your employees and find ways to use the temperaments to communicate to the type of people you want to hire. Not only will this allow you to have a successful small business, but a passion and provision company as well.

You know what you need to do: start writing to the different temperaments in your marketing.

You know how to do it: you learned the basics about how each temperament sees the world.

Now it’s time to get started: If you’re ready to learn more about knowing your customers and how to communicate better, contact Half a Bubble Out today by clicking below.

Small Business Marketing Consultant Services

Since 2002, Half a Bubble Out has been dedicated to providing marketing, advertising and small business consulting that meet the needs of our clients. We specialize in powerfully telling stories through inbound marketing to grow your business filled with more passion and provision. Based in Chico California, we serve clients throughout Northern California and across the country to New York. 

Topics: small business, Business Development, Customer Retention

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