General
Text

The Conscientious Helper: Advanced Buyer Persona Audit

4 Lessons Easy

About this course

In this course you will gain a deeper understanding of the Conscientious Helper Buyer Persona so that you can validate your market research and better align your marketing message with them.

The Conscientious Helper is a strong extroverted personality who loves social stability and prefers to uphold traditional standards and social hierarchies that have already been established. Oftentimes, these individuals will be extremely passionate about helping others and they’ll regard the problems faced by their peers as their own. Loyal, noticeable, and capable of forming strong social bonds, Conscientious Helpers also have excellent organizational skills.

Their intensity and conviction will often be fueled by established, concrete beliefs about what should be good for everyone and they will rarely hesitate in openly expressing those beliefs even if the result might lead to a certain degree of resistance from others.

After completing this short course you will have taken significant steps toward acquiring the required buyer empathy to improve your ability to convert your target audience into buyers, your buyers into repeat buyers, and your repeat buyers into brand ambassadors.

Empathy, as defined by Roman Krznaric (who is a founding faculty member of The School of Life in London, England), is "the art of stepping imaginatively into the shoes of another person, understanding their feelings and perspectives, and using that understanding to guide your actions." The way this course will prepare you for that is outlined in the course structure below:

Course Structure

Customers Only

What Is the Conscientious Helper’s Mindset?

  • What are they trying to achieve and why? Knowing how they frame the world around them will help you strike the appropriate tone when you communicate with them.
  • What are their problems & pain points and how do they overcome them? They won't care how much you know until they know how much you care.
  • What would prevent them from making a buying decision? This is a case of what you don't know can actually hurt you; you must understand this point if you ever hope to win them over as a customer or client.
Customers Only

What Resonates with the Conscientious Helper?

  • How can you improve their average day? The value they receive from you is measured in the distance between their undesirable before-state and a desirable after-state that your product or service must provide; your marketing message should clearly communicate this.
  • How much persuasion do they need before making a buying decision? Knowing whether they are more or less inclined to be skeptical (doubt based on insufficient evidence) or cynical (doubt despite sufficient evidence) will be vital in crafting an effective marketing message that translates into increased sales.
Customers Only

How Does the Conscientious Helper Behave Throughout the Buyer’s Journey?

  • The Awareness Stage: Recognizing how they uniquely move from being problem-aware to becoming solution-aware will greatly shape your messaging at the top of your marketing funnel.
  • The Consideration Stage: Knowing how they, in particular, synthesize information throughout the middle of your marketing funnel is essential in moving them off the fence and onto making a buying decision.
  • The Decision Stage: Understanding the distinctive way they go about choosing your one product or service that meets their needs is vital so that you don't squander all of your efforts that ultimately led them to your checkout cart or desired conversion at the bottom of your marketing funnel.
Customers Only

What is the Best Suited Animated Storytelling Approach for the Conscientious Helper?

  • How does your animated video's look & feel align with your overall marketing strategy? Your product or service should be the primary factor in choosing your animated video's storytelling approach but understanding how to align it with the Conscientious Helper's Buyer Persona is what separates you from the vast majority of your competition.
Pen
>