16 Buyer Personas
Every businessman, startup or marketing manager spends most of his working day with his clients, learning about their behavior, developing communication messages addressed to them, holding meetings and negotiations with the latter. For all of us, recognizing the clients is the No1 problem, and our team is no exception. The one and only solution is to find your ideal buyer persona. At first sight it doesn’t look easy, but only at first sight. When you find your ideal buyer persona you will find the treatment for your everyday headache. After, you just need to assemble strong bonds between you and the customers, and your sales will definitely stay steady.
Have you ever wondered how sales of your product can start to grow so fast that you can no longer serve your customers, move to a new office, double your customer service team? Finally, starting from 2020, it is possible to immediately ensure a jump in sales of your business or product. Why am I so confident? At the end of 2020, our team finally completed its research on all types of customers in the world.
Overall description
Let me introduce you to the system of clients’ self recognition, which includes all kinds of people in the world. There are 16 of them. This community’s members are different from each other, but at the same time they are connected to each in a special way, when something does not work for one, it works for another. This system contains all the information about the behavior, motivations, aspirations of life, fears and things they follow in usual.
We call this way of classification 16 personalities or 16 buyer personas. We will discuss each of these personalities below.
Our theory is based on this. All these people:
- Either strive for power, people’s recognition, or belongings. The purpose is loyalty to the people.
- At the same time, they seek either entertainment or security in life, therefore they want to be free from tension and scandals.
The research of these 16 personalities will change every marketing specialist’s mindset. Their strategic actions will move to another level.
Let me reveal another key moment. Through the years, marketing has changed in many ways. For instance we use different methods and ideology nowadays, therefore old rules and concepts don’t work anymore. You have to follow new regulations to succeed in today’s market. I’ve mentioned some of them below.
| Old Rules | New Rules |
| Set budgets first | Budget later. Set strategic plans now |
| Focus on activities | Focus on outcomes |
| ATL and BTL | Forget the line – Focus on engagement throughout the buying process |
| Awareness is king | Awareness is irrelevant – customers must understand the brand’s value |
| Differentiate vs. the competition | It is not about the competition – understand your customer better and be more meaningful to them! |
As a result we understand one thing: customers are the center of every business process. They play the main role in every marketing specialist’s theatre of ideas. We don’t have to worry about the rivals and the engaging race of the market, first of all we have to think about the clients. Researching and exploring people’s behavior, emotional status and their reference to your company. This occupation must make your everyday routine.
Defining your Ideal Buyer Persona
We suggest a new way of approach: to choose the ideal buyer persona not only from geographic and demographic point of view, but considering their lifestyle, life values, customs, and emotional situation. In other words we fully described all 16 personalities. Let me show you.
8 young segments, approximately 18 – 32 age old.
1/ Peacocks – First ME!
All you need is to stand out in the crowd, to be noticed. Being a leader is a must.
The interesting thing about the Peacocks is the fact that they always follow the trends, there is always a pleasure to become the leader of the trend. For example the goal is to become the coolest footballer, rapper, artist in their city.
These people are very talented, but at the same time very lazy. They usually want to highlight their presence, individuality, and interesting characteristics. They are always in search of a group where they can consider themselves as leaders. The most desirable products are those which put an accent on their beauty, sexuality and wealth.
Ask yourself, do you belong to this society or is there a peacock in your environment?
If you want to recognize all the features of Peacocks click here to get the “16 personalities” eBook. You can find many insights and explanations about this buyer persona.
2/ Conscious Progressives – Knowledge and freedom
Just be true to yourself. Learn and live life as it is.
Conscious progressives are very intelligent, smart and broad-minded people. They always seek for new technologies, knowledge and information, which can help them to decide many important things. 80% of these people are interested in other cultures and the outer world. They have developed analytic abilities and are adequate in every situation. The only thing they want to highlight in society is their knowledge. Therefore they don’t save money for education.
3/Nester – Home and traditions at first
Their life, free time, and work is centered around their home,
Nesters are traditionalists, family and traditions are the most important things in their life. They aren’t self-centered at all, they always share everything(even secrets) with their families. They are trying to stay far from any event, consequently they don’t want to be in the center of everyone’s attention. But at the same time they are loyal in any sphere, including work and family.
4/ Chardonnay Girls – Always say “Yes”
Stay positive no matter what happens. Beauty will save the world.
Chardonnays are young people aged 18-32 who are usually very optimistic. They like to enjoy life, be beautiful, take part in trendy activities. They are always considered to be the most attractive for the opposite sex, because they are always checking their appearance, using all the new secrets related to personal outlook.
Chardonnays can be considered as the most trendy of all types of customers, they are usually involved in the spheres dictating the trend of beauty, entertainment, fashion. If you are a businessman or a marketer developing in any of these three areas, you should definitely target Chardonnay as a Buyer persona.
Do you think you can recognize yourself as a Chardonnay girl, considering all the buying preferences. If not, I’m sure there are such people between your acquaintances. If you want to know all the insights about the Chardonnay girls in detail, I suggest you read in the “16 Personalities” eBook, which you can get by clicking here.
All the famous brands are fighting to reach Chardonnays, they are the preferable segments. Making them a loyal customer will make your brand the market leader. In the book you can get acquainted not only with all the behavioral features of Chardonnays, but also with all 16 buyer personas that exist and live around us. Happy reading to you:))
5/ Carpe Diems – Be important, not like others
The most important thing is what people think about them.
These people aren’t so social, they may not like many members of their environment. Being strict in everything, even in relationships, is a usual practice for them. They don’t like big events, they prefer to be in a friendly atmosphere, which consists of 3-5 people. At the same time they may seem arrogant to other people.
In terms of money, they really have it. When they choose something in the store, they always pay attention to the status of the brand and the product, because they always want to look influential and powerful in other’s eyes.
You usually don’t see them appear alone in the public; they prefer to be at least with one person.
6/ Hedonists – live the moment!
Have fun as much as you can. Pleasure is essential.
Hedonists are self-centered, very out-going people. They work just for the money, they don’t make any career plans and future ideas. As a result they don’t have stability in life. Living every moment of life with pleasure, visiting pubs, attending parties, taking parts in interesting events: this is the way they live.
They have excitement and passion in their blood; therefore they can emerge in dangerous situations. They can differ from others with their wit.
How can you target Hedonists? This can be significant, as they usually buy alcohol and cigarettes and wear individual, but at the same time practical clothes.
Breakouts
7/ Breakouts – Rules must be ruined
Do not be satisfied with their status and their environment.
Breakouts have a very rebellious mentality. They do not like the people around them, they always try to gain power so they can humiliate and take revenge on the people surrounding them. They mainly like to communicate with people who are stronger and more successful than them, therefore they have a wide circle of friends. At the same time they don’t have much fun with large groups.
These people are characterized by illegal behavior, they are quite cunning and ambitious, they achieve what they want in every way. Breakouts like to solve their problems by detours (acquaintances, threats). In society they like to differ with their abilities and security.
How to target Breakouts and increase your products’ sales? They are usually the buyers of spy related products, technologies, as well as medicine.
8/ Naysayers – Things are good as they are
You can change nothing, so let’s live life as it is.
Naysayers are security-loving people, their most important criterion is safety. After finding security, they always try to gain recognition and prestige in an already established environment. They have a lack of courage, so they miss a lot of opportunities. The people around them are very important for their success, they will help and encourage them to move forward and strive for success.
Naysayers can be considered as insecure people, it is mainly caused by unpleasant memories from their childhood, or a family problem that has complexed them, or they grew up very soft, did not go out on the street, did not fight.
Here are 8 elder segments of people, approximately 32 – 50 age old.
9/ Fulfillers – The King is me
Career, money, and being important is crucial
Fulfillers can also be called “No 1” or “Top 1” customers. It is very difficult to find or meet this type of customer, because there are very few of them, they are the leaders in their field, they are well ahead of the second place. As a customer, they are in the center of all your competitors’ attention. Consequently, we have these things:
- Fulfiller is a symbol of success and leadership.
- His decisions are always risky, sharp and fast, but in the end, they are always justified and crowned with success.
Fulfillers are loyal customers of this or that brand. To achieve them, you must always present the best offer in the market.
For example, if he chose ARMANI, he would always use all ARMANI offers at the best prices, with a special discount card for regular customers, etc. To attract this customer, Louis Vuitton has to make a lot of efforts to replace a product or clothing that will be the best, most valuable offer on the market at the moment.
I suggest you read more about Fulfillers in the “16 Personalities” eBook, which you can get by clicking here. All the famous brands are fighting to reach Fulfillers, they are the richest of all 16 Bayer Personalities. Making them a loyal customer will make your brand the market leader. In the book you can get acquainted not only with all the behavioral features of Fulfiller, but also with all 16 buyer personas that exist and live around us. Happy reading to you:))
10/ Traditionalists – Tradition is the key, it is our duty
Go ahead with keeping in mind the advice that older people gave us.
Traditionalists, as the name says, are very traditional people. They always move in life only by ancient traditions, general truth, and laws. They are not fun-loving, they mostly spend time with family or relatives. The most important thing in their lives is to preserve the family, the laws, the traditions, the culture. They can become very strong leaders, because they never betray their beliefs and national identity. It is simply impossible to convince them the opposite of their principles.
They do not like innovation, they never think in that direction, but they are not against innovations that do not deny traditional values. They visit the same places related to entertainment, with the same group of friends, the same activity, the same restaurant.
11/ Balancers – Be quick and manage to do everything
You can do anything you want. Just be intelligent and dare to do it.
Balancers are very popular across the people around them, they are accomplished ones. They have a prosperous and happy family. These people are leaders at work, active in the company. They always try to be useful to everyone around him. Keep in touch with everyone and help everyone if there is a chance. They are constantly haunted by guilt which is related to the time they spend at work or with family. Balancers can often be seen in changing moods, not striving for one clear goal – thinking in that direction. There is a little self-in confidence in them when they have done something wrong. They always need to be thanked for their usefulness and be encouraged to do everything right.
12/ Sharers – One should give for being given.
Be adventurous, be a friend of people for a more fulfilling life.
Sharers are one of the most selfless, honest people. Family comes first for them, then friends, and finally work. They are ready to sacrifice their work or their friends for family at any time. They are loyal in the workplace, they are the best professionals in their field, because of not changing their responsibilities and workplace.
Their career development is very slow, there is always a time when their career does not develop for a long run. They do not like to risk their family values to be more successful. These types of people are usually very person-centered, have good relationships with everyone, have no conflicts or inconsistencies in family or friendships. They love to help everyone with their advice, as well as with their financial abilities.
13/ Revitalizers – Fight against being aged
One must care for himself, be in tune with young people.
Revitizers are middle-aged people, married and children caring. They are glamorous, very sensitive, attentive, fashionable parents. These people are very entertaining, and they pay a lot of attention to their external beauty. Revitalizers regularly attend sports clubs, spa salons, hairdressers, manicurists.
They are quite stable, have above-average incomes, they are also very brand-loving. They often go shopping and buy expensive clothes. They are quite sociable people, they have a wide circle of friends, but they do not like entertainment in large groups, gatherings of 4-5 people. They look sexy and make sympathy in the eyes of the opposite sex. They are afraid of looking old and careless.
14/ Materialistic Wannabes – One should care for the well-being
They strive to get material goods and therefore recognition from their family.
Materialistic Wannabes are people you always meet in the beginning. When you start the year, when you return from vacation, when you move to a new job. You always meet him, the interlocutor, the one who needs communication. They like to be very smart, they are open people. They are constantly talking about their great plans. They have money, they always insist that they are on big projects. Especially they mention their projects in the past.
The only way to work effectively with this customer is to ignore them and build a good relationship with their competitor or the company of their dreams. If they make the final decision and make a purchase, they do so with an offended mood, gaining a special attention to them.
15/ Actualizers – Manage to do everything as you can do that
To be you, you should actualize all your plans with hard work.
This client always has a desire to accomplish something. Actualizers are very hardworking as they achieve everything in life due to their own hard work. Despite that, they have a lack of talent. They like to plan everything, not to deviate from the plan, they hate impulsive steps, improvisations in life, because they aren’t so talented.
It is difficult to catch them in a state of idleness, they are always working, they cannot enjoy life. It is always beneficial to cooperate with Actualizers, they are very punctual and responsible, they will never break their promised terms. But never expect creative, impulsive decisions from them, everything must be planned and drawn.
16/ Floaters – Family and time around them is the key
One must always be with family, take care and find peace here.
Floaters are people aged 40-55 who have families and children. The female clients of this segment mainly spend their daily life at home, do cleaning, take care of the children. Floaters do not like to take on additional responsibilities in the workplace, they work in the same position for many years. They are not outstanding people, they like peace, security and control in life. They work only for money, they have no career aspirations, they like to receive assignments, giving assignments, managing or making innovations is not their canoe.
They take care of the family to the best of their ability. They don’t force themselves to do something, they are people who are satisfied with what they have.
If you want to know more about all personalities’ behavior, motivations and fears, discover their secret preferences and insights, click here to get “16 Personalities” ebook, where you can find many secrets about clients buying preferences. As a result you will get the knowledge you always needed. This can be fateful in your future businessman and marketing specialist career
