Boost Your Equine Business: The 4 Emotional Customer Types

What are the 4 Emotional Customer Types?

The four emotional customer types provide a straightforward, scientific approach to help attract loyal customers. These tools make marketing for your equine business easier, whether you’re handling it yourself or seeking expert advice.

The 4 Customer Types

This method gives you practical tools that you can start using right away! Unlike other approaches, it’s more tangible and easier to implement. Personally, I love tools that simplify marketing, especially if you’re managing your digital marketing efforts solo.

With this method, you'll get clear recommendations on how to structure your marketing strategies to attract loyal customers. Some of the key aspects include:

  • Choosing the right social media activities

  • Developing a visual identity and branding

  • Using the right angles, aesthetics, and tone in your imagery

  • Colours, shapes, and styles for graphic design

  • Structuring content for your website and newsletters

  • Optimising text and keywords for better engagement

Introducing the 4 Emotional Customer Types

The Red Customer Type

The Red (or "Zapper") customer seeks stimulation and loves being a trendsetter. To win them over, keep things exciting, fresh, and full of surprises. Whether through challenges, innovation, or the latest trends, this customer type loves to be ahead of the game. Passion and curiosity drive them, and they love products that expand their horizons.

  • Motivation: Stimulation

The Yellow Customer Type

The Yellow ("Mother Teresa") customer values balance and relationships. Building a personal connection is essential to them, and they’ll appreciate if your product or service allows them to care for others or themselves. They’re deeply interested in the people behind the product. If you can simplify their lives while helping them nurture others, you’ll win their loyalty.

  • Motivation: Well-being

The Blue Customer Type

The Blue ("Suit-and-Tie") customer holds high standards and values success. They crave control and consistently aim for better results. This type asks, “What’s in it for me?” and prefers to do business with those who meet their expectations. Offering a product that guarantees success will attract this powerful decision-maker.

  • Motivation: Dominance and control

The Green Customer Type

The Green ("I Stick to What I Know") customer is calm, detail-oriented, and cautious. They value stability and process. Surprises? Not for them. They want honesty and trust. Once you gain their trust, they’ll be loyal, often preferring local businesses.

  • Motivation: Safety and security

Five Benefits of Focusing on One Customer Type in Your Equine Business:

  1. Avoid making bad investments.

  2. Attract more loyal customers.

  3. Eliminate doubts about where to invest your time and money in marketing.

  4. Optimise your marketing efforts to give customers that “good gut feeling,” which drives sales.

  5. Simplify your day-to-day marketing activities by knowing exactly what will attract your ideal customer.

By understanding these emotional customer types, you can craft tailored strategies that align with your customers’ needs and motivations, leading to stronger loyalty and greater success in your equine business.

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