Why Anti-Buyer Personas are Essential to Content Marketing Success
When it comes to content marketing, there are few subjects more talked about these days than that of “Buyer Personas.”
But I get it—you better know who it is you’re actually trying to communicate with (who they are, what they care about, why they potentially need your help, etc.) if your content is going to have impact and generate sales.
That being said, for all the talk of “personas,” we’re not coming close to talking about a subject that, I believe, is actually more important:
Yep, Anti-buyer personas.
Why you should Verbalize What You’re NOT
Quick question: When it comes to your content (be it a blog article, video, etc.), do you clearly know who you’re NOT trying to talk to?
And if so, do you clearly state that for your audience?
Or look at it this way:
Have you ever had a bad customer or client before?
Chances are, you have, at least if you’re like every business that has ever existed.
But what made them a bad fit?
And at what point in the engagement did you know there were going to be problems?
The truth is, almost all of us can sense a bad-fit prospect or client very early on in the buying process. Unfortunately though, because of needed cash flow, business will engage with those persons/companies for which they know they should not be, an act that leads to burn-out, stress, and further financial hardship.
I’ve said this statement many times but I’m going to reiterate:
As a business, it’s more important you know who you’re NOT than who you are.
In B2B or B2C, the Principle Remains the Same
Let’s look at The Sales Lion as a business model to see an example of what we’re talking about.
Because we are in the inbound/content marketing space, we get approached all the time regarding social media.
Companies want us to handle their Facebook marketing.
Or their Twitter strategy.
Or their LinkedIn methodology.
And although we are certainly more educated than your average Joe on these subjects, they aren’t who we are. They’re not in our wheelhouse. And we’re OK with this fact.
This is exactly why we describe who we are NOT on the company “bad fit” page—a place where visitors go and can easily qualify themselves as a good or bad fit prospect for The Sales Lion. This is also why this page is one of the highest converting sections of the entire website.
Switching gears and looking at it on a B2C level, River Pools is loaded with “anti-buyer persona” content.
Because we only sell fiberglass swimming pools, we often discuss in detail other types of pools and the pros and cons of each.
For example, it’s not uncommon for us to make a statement like:
“If you’re looking for an incredibly customized shape with unlimited size options, then a concrete pool is likely your best option.”
In this example, we’re speaking to the anti-buyer persona—the prospect that will never buy from us because we frankly are not the best option for them.
But in the process of verbalizing that we’re not the ideal fit for so many prospects we in-turn generate a massive amount of trust with the folks that we are a good fit for.
The Power of Addressing the Elephant in the Room
The bottom line is this: As a business, you need to give prospects and buyers a reason to trust you.
In fact, they should almost be surprised at your willingness to address the elephant in the room.
This is because the moment you do address the elephant in the room two groups of people will form—one of which will leave (because they now understand they’re a bad fit) and one of which will stay (because they now firmly believe they’ve come to the right place.)
This communication principle I’m speaking of will never go away. It existed long before the phrase “content marketing” and will continue long after.
So as you identify your buyer personas, take the time as well to clearly understand your anti-buyer personas.
By so doing, you can communicate on your website to BOTH parties, ultimately helping you to become the trust-agent of your space while enabling you to walk away from that which won’t help you in the long run.
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