When I was a vacuum cleaner salesman, I used to do my level best to ‘profile’ prospects while I was in their homes.
Were they neatfreaks? Parents? Gearheads? Newlyweds? Seniors? All these things would affect what I focused on during the sales presentation.
Salespeople have used these tactics forever, but on the web, we don’t have that kind of flexibility.
Instead, we’re stuck with somewhat static landing pages with a bit of dynamic content, but not much else.
So how do we know we’re sending the right message to the right users? The best way I’ve found is to make sure a landing page appeals to the four buyer modalities.