The Observant Artisan: Advanced Buyer Persona Audit

4 Lessons Easy

About this course

The Observant Artisan approaches the world through sensing and heightened perception. They love to see and feel everything around them and explore things with a type of spirited curiosity. Nevertheless, Observant Artisan personalities are neither simpletons nor are they likely to jump head first into anything. They are calm, rational thinkers who are also quite introverted, preferring to keep to themselves rather than engaging in social situations. The main goal of an Observant Artisan is to explore and experience as much diversity as possible, while sticking to the pleasant and rational side of life.This personality has a hard time dealing with people and situations that get in the way of their freedom and prevent them from experiencing things their own way. They also don’t like to be dragged into the open, so if they were to choose between a quiet setting and a loud social gathering, they would rarely choose the latter. An Observant Artisan overcomes these problems by simply moving away from them and moving towards an experience they prefer. They will exercise a lot of determination in doing so, attempting to gain new experiences through trial and error and avoiding the beaten path as much as possible. While friendly, they will almost always politely decline a loud request that restricts their movements. Their main weapon is calm reasoning and a touch of creative, spontaneous action.Making a buying decision is not that hard for an Observant Artisan under the right circumstances; however, people with this personality do have a few important pet peeves. Observant Artisans dislike pushy sellers who try to get them to make a certain choice without exploring anything else. They like to be encouraged to explore and to see the benefits of a product or service with their own eyes. They also prefer creative ads and will almost always move away from boring, text-based promotions that lack any creative flare.

Course Structure

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What Is the Observant Artisan’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.
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What Resonates with the Observant Artisan?

  • 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.
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How Does the Observant Artisan 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.
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What is the Best Suited Animated Storytelling Approach for the Observant Artisan?

  • 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 Observant Artisan's Buyer Persona is what separates you from the vast majority of your competition.