Naysayers buyer persona
As you already guessed from the title, blog is about one of the most introvert. To get started let’s take a look at Naysayers’ insights and characteristics
Naysayers are security-loving customers, safety is the most important criterion for them when choosing something. Once they find security, they try to gain recognition and prestige in an already adapted environment.
They aren’t in solidarity with themselves, they lack courage, so they miss many opportunities and refuse. They have a simplified and practical approach to life.
Technology and innovations confuse and make them worry. The well-tried and well-proven ways are the best in the opinion of Naysayers. They follow the slogan “Proven ways are better than the new ones”.
PERSONALITY AND EMOTIONS
Naysayers are considered non-ambitious. They don’t think much about career development, what they have is enough for them. These people have an “outsider” attitude towards life, they ignore the recognition and respect from family members, peers, friends, colleagues. They do so to avoid stress and conflicts.
They are very careful in terms of entertainment, they always research the place where they are going to have fun. Naysayers are very planning so that they don’t suddenly have security risks.
However, they realize that entertainment is important for good authority, so they try to visit places that increase recognition. Also they like to create their own small circle of friends, where they will seem more successful, will take a dictating position, and will feel safe.
These people are fans of permanence and eternity, they appreciate their adapted situation the most. At the same time Naysayers may go crazy when there is a risk that their peaceful life will change, tension may occur, and so on.
A monotonous life, a secure future – good living conditions are the most important things for them. They react very negatively to any expected or proposed change, as there is a risk that they will make more efforts, get tense, negotiate, etc.
This approach is rooted in them in any sphere of life, doesn’t matter if it’s work, personal life, relationships, etc.
One of the most striking features of Naysayers’ character is the lack of self-confidence and tentativeness. Let me give an example to be more vivid․ For example, they visit a doctor only when they are really sick, and are not open to new trends, such as medical insurance, frequent medical examinations.
They don’t apply the news of a healthy lifestyle – new diet food, new drinks or new sports. Naysayers’ attitude towards sports stands like this: if he has been involved in this sport since he was a child, he has adapted to that sport, then he will continue to be interested in doing that sport, but they are very unfriendly about learning new sports and new things.
Naysayers generally don’t care about their appearance. They are guided by the following motto: “I am what I am, not what I wear.”
Therefore they don’t follow fashion trends, they don’t even try to be stylish, so that they don’t suddenly go out of their comfort zone.
Family is the place where Naysayers finally find desired peace and privacy. In human relationship they appreciate the loyalty and old school family traditions.
EDUCATION AND CAREER
If we take a look at the consumer behavior of the Naysayers, they aren’t spontaneous buyers, they make the decisions carefully, but in the end they give preference to tried and tested methods.
It can be correct that the Naysayers, in addition to being security oriented, aren’t lazy at all.
They don’t like to look forward and learn new things, apply new things in life. But despite all this, they are very kind, very loyal, they love their relatives, close ones, they are ready for everything, they have strong masculine qualities.
Naysayers are hardworking, they will work hard to create the things they want, to achieve what they want, they consider this idea “Nothing is given to a person for the sake of it” as truth.
However, they are not able to use the responsibility correctly and to manage the work, they prefer to work under the guidance of other employers with assignments.
These people only work hard day and night to get their share of life or work, they are already working due to the lack of managerial skills.
Naysayers consider money to be their only means of livelihood, so work is the simplest tool for them to survive. They don’t do business, they don’t steal, they don’t even try to win a jackpot in a casino, or find a richer partner and live on it. It simply isn’t theirs.
Their consumer behavior looks like this: for example, in the case of clothes, they buy comfortable, practical clothes, rather than stylish ones. Being practical is more important to them than following certain trends.
They buy something new in technological products, when the old one is out of order. Naysayers will never buy a new product just to have it, or that it is fashionable.
When buying anything, Naysayers almost always achieve great deals, because they are spending the money they have worked so hard for.
They like to shop in outlets, secondary markets, look for the lowest prices and discounts everywhere.
Naysayers like to play games, play cards, etc., where they will gain self-confidence. For instance, they will never have the courage to go to a premium place, they will think it is too expensive, or they will not find their place, they will not take it well.
However, they will visit there with great pleasure when some confident, strong person invites them.
- During negotiations, they always like to deny the other person’s proposals, focus on one idea, stay true to that idea.
- You have to come to a winning situation with them, you always have to start from a high point when presenting an offer, and then compromise on certain points, but they have to think that they have passed their whim.
Their main fear is disappointment, they are afraid of being disappointed, so they reject many things, they are deprived of many pleasant situations.
Naysayers are mainly attracted to the brands of Everyman, Caregiver, Hero archetype. Jester, Lover, Creator brands aren’t so interesting for them
If you are not aware of brand archetypes, you can read more HERE.
Let’s bring examples of some brands that they prefer and are considered the loyal buyers of those.
LEVI’S, SNICKERS, TOYOTA
And what is the reason that Naysayers like and use the above-mentioned brands? Because they are mainly Everyman or Hero archetype brands, which with their messaging and promises fully correspond to the motivations of Naysayers and preferences, which are for providing a safe life.
Let’s take a look at, for example, a brief description of Snickers’ brand personality to better understand what it is all about.
What is the archetype of the Snickers brand and its own character traits? It is clear that the archetype of this brand is Hero. When we look at the communications or advertising campaigns of this brand, we can see that there is a lot of activity in them.
Let’s take a look at one of Snickers’ ads. At the hottest moment of those actions, Snickers comes to the rescue and gives strength for a new hope and victory. All these are features of the HERO brand archetype.
Let’s recall Snickers’ most famous slogan: “YOU ARE NOT YOU WHEN YOU ARE HUNGRY!” This slogan contains a fully motivating message, pushes it’s buyer personality for a new energy, to quench hunger with Snickers and achieve victory, only victory. This is definitely the promise of the Hero brand.
Famous Naysayers: Grinch, Patrick Bateman
You can find complete information about the news in the electronic version of the creative work book “16 Personalities” developed by THE SOCIAL GRABBER team, the link to which is placed below. In the book you will find out how to attract Naysayers. What are the features of their consumer behavior?
How to use those insights to engage them in your advertising campaigns? Let me tell you that the book “16 Personalities” describes the detailed revelations of all the secrets that will significantly change the previous perceptions of every Businessman, Marketer or Startup about Buyer Persona.
