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Most female entrepreneurs believe that the sooner they launch a website or social media accounts, the sooner they’ll start making sales. The reality is that without a clear idea of what you want to communicate, to whom, how, and where, your message will get lost in the vastness of cyberspace, and you’ll end up feeling frustrated—or worse: like a “failure.”
Your startup’s communication strategy involves developing a series of processes and tasks that, with the goal of achieving specific financial objectives, generate sales and establish brand authority. A key aspect of developing your communication strategy is understanding the profile of your ideal customer.
Decision-making styles
Your ideal customer profile is one of the cornerstones you’ll rely on to determine how to present your business’s products and/or services.
Through your communications, you should be able to answer the most important questions for your ideal customer. This way, you’ll demonstrate that you truly know what you’re talking about and that your products or services genuinely meet your customers’ needs or help them achieve their own personal or professional goals.
Your ideal customer profile should include one key element: their decision-making style. There are four decision-making profiles, each with its own communication needs.
They’re emotional and take their time. They’re interested in helping people. They make decisions based on reviews and recommendations from others, and they don’t want to miss out on the latest trends. They share a lot on social media and care about the people behind a business— they want to know your story. The more stories you have to share with them, the better.
How should you talk to them? Use words like "fashion," "trends," and "satisfaction." Show them "what others have bought," and let them mark products as favorites and add them to wish lists on your website, if applicable. Ask them to leave comments: they love to help. Use stories, show them your values, and share important facts like: “Our first store,” “The story behind our logo,” etc.
They are logical people who take their time making decisions. They have the time to do their research and enjoy doing so. They need a lot of details: What does the product look like? What are the specifications? What is it made of? They won’t rely solely on reviews or ratings from other users.
How should you talk to them? Use comparison tools and detailed fact sheets. The more data, the better. Include expert opinions, and don’t try to mislead them—they’ll read the fine print in your promotions. Open communication channels that you know they prefer and that you can respond to quickly, such as a link to WhatsApp or a live chat on your website.
They are logical and quick-thinking customers. They are impatient and don’t want to waste time. These types of people want the fastest, the biggest, or the smallest—the very best. They like to have everything under control and have a natural leadership spirit. They don’t need a lot of information once they’re convinced that their business decision is the right one.
How should you talk to them? You should use words like "new," "exclusive," and "just arrived." It also works to use rankings, expert reviews, and comparative data such as "this service is 30% faster than X."
They’re emotional and quick to act. They have a laid-back attitude and tend to buy first and think later. They don’t like to feel overwhelmed by facts about your business. They’ll make decisions very quickly, drawing on past experiences and mental triggers to guide their choices.
How should you talk to them? Use words that resonate with them in a positive way, such as “right now” and “limited offer.” Try strategies that create a sense of scarcity and urgency, and use videos that show your product or service in action. They always want to know what’s trending, so jump on the latest trends to get their attention.
Conclusion
Tailoring the way you communicate with your customers based on their specific interests, challenges, and goals will help turn your efforts into sales. It’s not just about convincing them; it’s about showing through your communications that you truly understand them and that you’re motivated by more than just money.
There are already plenty of people who focus solely on generating sales. Even the most mundane transaction you can imagine necessarily involves two human beings. And that’s what sets any successful business apart: the way it conveys what its products and services offer people is what turns them into customers rather than mere social media followers.
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Sources:
CoSchedule.com
impactbnd.com
LanderApp.com
blog.hubspot.com
blog.alexa.com
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