Buyer Personas And The Missing Element to Higher Conversions: Motivation Profiles
Have you ever been sitting in a place of worship and thought, “This message is just for me”? It happens when the message speaks directly to something you’re going through, and suddenly, you feel seen, understood, and compelled to act. Now, imagine if your emails did the same thing for your customers, spoke directly to them and inspired action.
Guess what? They can.
Over the years, I’ve worked with companies to create their sales enablement strategy and marketing campaigns. More than once, I’ve heard their customers say things like, “I had to call because I felt like you were speaking directly to me.” That’s when you know your efforts are working. Your messaging is not just cutting through the noise, it’s making people feel. And when people feel, they act.
So, how did we achieve this? The secret is understanding and leveraging not just buyer personas but deeper psychological and emotional drivers, what I call – Motivation Profiles.
Personas Are Good But…
Buyer personas have become a staple in marketing. They provide us with helpful snapshots of customer demographics, job roles, and even some of their basic preferences. They tell us who our audience is on paper, and they’re good for painting broad strokes in our campaigns.
But there’s a limit to what personas can do. They can only tell us who the customer is. What they don’t tell us is why they make decisions. Why does one prospect seem intrigued by your innovation, while another just wants the safest, most reliable solution? Why does one lead push forward while another holds back?
That’s where personas fall short, and where motivation profiles come in.
Motivation Profiles Take Us Deeper
Motivation profiles go beyond the surface. They tap into the core emotional and psychological drivers that influence buying behavior. While a persona might tell you your customer is a 35-year-old marketing manager, their motivation profile will tell you whether they’re driven by a need to prove themselves, a desire for stability, or a passion for innovation.
Take it from my experience. When we incorporated motivation profiles into the client’s email campaigns, we didn’t just send emails, we spoke to the core desires of our customers. We built messaging that connected to their need for security, their craving for success, or their hunger for change. And the results? Higher conversions, better engagement, and customers who felt genuinely understood.
For example, one of my healthcare client’s campaigns focused on prospects who were risk averse and those who were driven by achievement. We crafted messaging around how their solution could help them climb higher, achieve more, and fast-track their success. For those avoiding risk, we highlighted safety, reliability, and peace of mind. By aligning the messaging with these innate emotional triggers, we helped them align with our client’s solution as the optimal choice.
The Real Power of Motivation
Motivation profiles allow you to go from simply talking at your customers to speaking to them in a way that resonates deeply. It’s not just about tailoring content, it’s about understanding what makes your audience tick and creating messaging that taps into those desires. This is how you transform sales and marketing from generic pitches into personalized conversations that inspire action.
What’s Next?
In our next newsletter, we’ll dive deeper into motivation profiles and discuss how to turn your client journey into a conversion engine.
If you’re eager to get started now and want to learn how motivation profiles can work for your business, we’re here to help. Whether you’re scaling or commercializing, we can create a strategy tailored to your unique customer base and get your conversions flowing. Take an opportunity to contact us and discuss next steps. Your situation is unique so you need a unique solution. Let’s create it together.
To help you and/or your team implement proven and practical steps to sell even more effectively, head over to Sales Training and investigate The Value Matrix On-Demand training course. It’s a short, power-packed, micro-learning course designed to help you build better rapport immediately. You’ll be able to apply the skills offered instantly.
Questions? Feel free to contact us at Info@LauriMNelson.com.
“When we think we’ve learned all we can, we risk putting our mind on standby – suppressing the very curiosity that distinguishes us from animals.”
About Lauri Nelson, Founder – Execution Edge Group
Lauri Nelson, the chief strategist behind a revolutionary healthcare technology program, stands as a beacon of innovation and resilience in the industry. Her expertise in navigating the complex landscape of healthcare technology commercialization has been pivotal in the successful introduction and adoption of focused ultrasound technology. Nelson’s patient-centric approach, combined with her unique sales framework and strategic marketing acumen, has not only transformed the way healthcare technology is commercialized but also brought life-changing treatments to patients worldwide. Her leadership, particularly in understanding and addressing the unique challenges faced by underserved communities, has been instrumental in bridging the gap between technological advancement and accessibility. Organizations looking to bring new technology to market in the healthcare sector will find in Nelson an invaluable asset whose insights and strategies are key to achieving success in this dynamic and challenging field.
Learn more about Lauri’s expertise at A Case Study On The Commercialization Of Disruptive Focused Ultrasound Technology Unveiling The Challenge – TheAPEEffect
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Lauri Nelson boasts 20 years of expertise in sales leadership and business development and is an indispensable partner for healthcare tech organizations seeking substantial growth and revenue acceleration. As the founder of Execution Edge Group and the author of ‘Connect & Win,’ Lauri introduces groundbreaking process optimization techniques and sales strategies through the transformative Value Matrix. Her approach not only enhances sales effectiveness but also catalyzes sustainable growth. Lauri’s innovative methods have consistently delivered measurable success, making her a trusted advisor in the healthcare tech sector.
