As a company, isn’t our ultimate goal to sell as many products as possible or offer services to numerous clients? After all, we’re not running a charity. We need to sell and make money. Ultimately, brand valuation, after-sales services, and benefit-oriented tools all serve this main objective. Without generating profit and moving the company into the black, there’s no way to sustain operations. But how effectively are we using testing and analysis to reach this goal?
The insights we gain from scientific studies, marketing gurus, articles, or books may be right—or totally off. Some brands benefit from these tools, others fail despite trying. The key difference lies in customer targeting. You need to deliver the right product, to the right customer, at the right time.
While doing that, you must also apply key marketing and communication principles—many of which we’ve covered in this book. But here’s the point: your buying behavior analysis must be custom-built for your brand. This is something only your own testing and analytics can provide. The better you understand your customer, the more sales you’ll make. The insights and data I share in this book come from years of experience, structured analysis, and interpretation.
1 – Preparing the Content
For marketers and communicators, analyzing customer behavior is crucial. Let’s first consider the content we prepare for consumers. Today, there are three types of content formats: text, image, and video. While preparing these, it’s vital to combine principles we’ve discussed before with an understanding of your target audience’s behavioral patterns.
Although it varies by industry, emotional content generally performs best. Your trigger words or images must provoke emotional responses—whether in the mind, soul, or heart. Time is short, so here are a few key tips:
1. Text Usage:
- Avoid lengthy paragraphs. Keep it simple, emotional, and effective.
- Include at least one action-driven verb and avoid negative words or connotations.
- My golden rule:
“Use words that feel alive and evoke emotion—not dull corporate clichés.” - If you have branded keywords, weave them into your sentences. If not, create them and start adapting.
2. Visual Usage:
- Grab attention first. You don’t need shock tactics, but you do need impact.
- Keep your visuals clean and clear—don’t create confusion.
- Know your customer. Design your visuals based on what they want and need.
- Show the benefits of your product or service (not just features). Ideally, emphasize up to three key benefits, one per visual.
- Highlight your USP (unique selling proposition), especially when compared to competitors.
3. Video Content:
- Though similar to visual content, the key difference is duration. Studies show 15-second videos generate 37% more engagement than longer ones.
- The first 3 seconds are critical—make them count.
- The video should:
- Catch the customer’s attention,
- Highlight their wants or needs,
- Present product benefits,
- Emphasize how your product differs from the competition.
In traditional formats like in-store visuals or billboards, sensory elements such as sight, sound, smell, or touch can enhance emotional impact. Sales personnel in physical stores are part of this system too—their communication style, gestures, and tone all influence the buying decision.
The 4+2 Content Framework
Regardless of format (text, visual, or video), I recommend using the 4+2 model to build powerful content strategies:
- Grab Attention
- Identify and Show the Customer’s Needs or Desires
- Present the Benefits of Your Product or Service
- Highlight Unique Features that Set You Apart from Competitors
+1: Run A/B tests with multiple content versions
+2: Analyze campaign results weekly and monthly
