Getting Back to Basics:
Knowing and Using Customer Type
To Improve Marketing Response

Customer Type is defined as the psychological type of your customer, also known as personality type. There is a tremendous personal benefit to knowing your type.

And there is a real economic benefit to knowing your customer's type: improved response. More efficient mailings. Better click-throughs.

You have probably researched everything else about your customers. This is the final piece of the puzzle. Once you know your customer types, then it will become more obvious how to deliver your offer in the optimal way your customers gather data and make decisions.

If you are in charge of improving marketing, you can learn how to adjust your marketing to take advantage of the way your prospect makes a buying decision. You may be already taking into account psychographic data and using current direct marketing techniques, email spam filters, SEO, etc. But are you remembering to take into account the basics of human behavior?

Change Your Marketing To Match Your Customer

Think of one of your parents or one of your friends. How much did his or her behavior change over the years or the way they approached decisions? Think of yourself. Are you fundamentally the same person you were 10 years ago? Your knowledge and experiences have given you a broader view of world. But when you get out of bed in the morning and place your feet down on the floor, how much has the fundamental you changed? Your approach to decision-making may be smarter and wiser, but much the same.

Your prospects and customers are no different. Their information-gathering and decision-making preferences are grounded in who they are as people and their behavioral preferences.

Knowing how your customer will behave in a buying situation is a window into predicting whether your marketing or direct mail piece will pull in a big response or become yet another failed test.

Know Your Prospects' Inborn Approach to Life

There are four fundamental types of behavior that people prefer when they gather information and make buying decisions. Thousands of people have been asked what they prefer during the buying process.

The results of this approach have been tested with real live consumers considering the purchase of various products and services. These were not low volume tests. Millions of pieces were put into the mail since 2003 using this technique.

The Results Are In. This Approach Works

Marketing that is designed to appeal to one of the four specific types of prospective customers will increase responses in direct marketing, beating control pieces that until now have remained undefeated season after season.

Customer type has been tested by very successful company presidents, high net worth individuals running successful businesses. More importantly, these successful individuals are open to new approaches in marketing because they themselves are marketing...and I use this word only with the highest respect...fanatics.

Improve Your Response

Let an experienced marketer give you the marketing edge you need to reach your goals. Please contact Gene Bellotti at bellotti@customertype.com or call 978-206-1792.