In my recent 3 Steps to Better Messaging post, I highlighted the three critical filters for developing messaging that aligns product, sales, and marketing. In this post I will expand on the second filter, buyer mindset, which is the most critical for creating an authentic narrative that connects with buyers. If you successfully map buyer mindset for your target personas, you can go beyond using it in your messaging and also layer it into your content marketing design, orchestrating each step in the buyer journey to support the buyer requirements identified in your mindset map. Integrating a comprehensive view of buyer mindset into your messaging and content marketing will dramatically sharpen your approach to market and help both your sales and marketing programs cut through with buyers at every stage of the funnel.
4 Dimensions of Buyer Mindset
There are four critical dimensions of Buyer Mindset; Technical, Economic, Strategic, and Professional. You can think of each of these dimensions as categories of requirements, or value drivers, that steer buyers towards one product or solution vs. another. To keep things simple, we’ll discuss designing a buyer mindset map for a single persona.