Once we recognize that people process information differently and address their underlying motivation, you can create content objects that fit individual buyer persona needs. Writing for different B2B audiences will simply be a matter of identifying a “typical” scenario and developing persuasion momentum by answering the questions that the “persona” needs answered in order to move forward.
Here are four examples in which B2B buyers “typically” interpret information found on a website:
Persona I: The Methodical B2B Customer – Methodical types need to be prepared and organized to act. How can your solution solve this problem? Provide hard evidence and superior service. Do you have a white paper to download?
Persona II: The Spontaneous B2B Customer – Spontaneous types live in the moment. Why is your solution best to solve the problem now? Address immediate needs with relevant and credible options. How about offering a “Quick Start Guide?”
Persona III: The Humanistic B2B Customer – Humanistic types are usually slow to reach a decision and generally prefer the big picture. Who has used your solution to solve my problem? Offer testimonials and incentives. Does your website display testimonials of credible companies? Is a free trial offer or money-back guarantee appropriate?
Persona IV: The Competitive B2B Customer – Competitive types are goal-oriented and looking for ways to complete tasks. What can your solution do for me? Provide rational options and challenges. Can you provide a short video that explains your product or service? Do you offer an FAQ page that addresses their pain point?