Stan and Sara are well established baby boomers. Their adult children are in their early twenties and actively pursuing professional careers like their parents. Married to Sara for thirty years, Stan is a CPA (age 55) and met Sara (now 52) in college when she was studying nursing.
Sara and Stan are pragmatic, conservative, and principled people. They are actively involved in their church where Stan is the Church Treasurer and Sara has been teaching Sunday School for the last 10-20 years. Stan is quiet, calm, and collected and Sara is outgoing, boisterous and friendly.
Sara recently retired from nursing to spend more time supporting her church and adult children providing part-time day care for her grandchildren. Her daughter is finishing her degree in micro-biology and Sara is relishing in the opportunity to spend these days with her grandchildren.
Health is paramount to Stan and Sara who exercise regularly, use supplements, and vitamins. They take the time together to plan their schedules to maintain a reasonable degree of life balance in their busy schedules.
Stan expects to retire soon from accounting and looking forward to a well deserved break from the everyday routine. Sara is looking forward to Stan’s retirement and is planning an extended road trip throughout the mid-west.
Following their road trip he is considering starting a second act business providing advice and support to entrepreneurs and business owners via SCORE (Society for Retired Executives) or a consulting business of some sort.
Online Stan scans and reads headlines because he is somewhat uncomfortable reading on a computer monitor. Therefore, he scans looking for the “right information” on products he is interested in purchasing. Following his online research Stan will then locate the product at a local store to make the purchase.
Decision Making
Stan prides himself on making intelligent decisions. His natural analytical tendency means Stan is a somewhat slow decision maker. He prefers to sleep on major decisions before making a commitment and does not respond well to high pressure sales tactics or lazy salespeople.
When purchasing web development services Stan tends to be as pragmatic and practical with a business decision as in his personal life. Stan will likely need some help with developing their website image, identity, and content. He will pay close attention to his website, tweaking, adjusting, and making changes based on what he thinks needs to be changed. Therefore, having a website that they can control and change as the company grows and develops over time.
Dreamers have a strong internal frame of reference and are often seen as cerebral and analytical thinkers. Tell them that your role is to help them make a decision by providing them with the information they need. Let them be in control of the decision making process. You can get them talking by asking a series of probing, quality questions, which they will appreciate and respect.
Young Dreamers are often pegged as somewhat eclectic, spontaneous, and many embrace “new age” concepts. They love the Internet, spend the most time online, and most likely have a blog. Remember, they can make a decision one day and change their minds the next. Often choosing to live an alternative lifestyle they embrace causes like the environment, human rights, and other lifestyle choices.
Review
Dreamers are motivated by ideas, knowledge, & principles. Their actions decisions have a tendency to based on abstract and idealized criteria including quality, integrity, and tradition rather than on feelings, experience, or a desire for societal approval.
Dreamers…
- Are pragmatic, conservative, principled
- Often White collar professionals
- Life focus is on health, family, church and life balance
- Make smart, thoughtful decisions
- Want to make a difference
Marketing & Content Development Guidelines for Dreamers
Because these people have such a strong internal frame of reference they are not easily influenced, finessed, or coerced to buy.
They are in charge of the expedition and you are just along for the ride.
Your role is to provide commentary, information, and observations. When they are ready to buy they will let you know.
They are proud of the way they make decisions and the process they use to arrive at a decision. Let them be in control. Remember these people pursue growth in their abilities and character. They are the thinkers of the world and can become quite cerebral and cautious when making important or large decisions.
Pay attention to the details. Make sure your message is cogent (clear, logical, convincing). The purchase has to make sense to them. In your sales and web copy talk about making a smart/intelligent decision, your desire to understand their perspective, and specific facts i.e. standards, policies, and principles.
Provide opportunities to access additional information via email, down-loadable PDF. Eliminate typos and grammatical errors. Point out your track record, functionality, and reliability of your products and services.
Content Preferences
- Likes Comparison Charts
- In-Depth Info
- They like to discuss issues, use your blog to educate, discuss, and inform
- Present Ideas & Concepts
- State Your Policies & Principles
- Portray Quality, Integrity, Character
