Read & Discuss: Sell More by Selling Differently

I like the premise of this article (especially the part about how marketing is about changing behavior!) and thought it would be a great conversation starter.

Read this.

Answer this: “How would you categorize YOUR company’s business or consumer customers in terms of their different needs?”


  1. Ray Deck III says

    This is what my gut tells me from a very limited sample size.

    Readers– Buying to read once and never read again. Loves Vyrso, probably not has a big library of fiction, self-help and books.
    Researchers– Scholars, pastors and those who wannabe. This group reads to impart their reading to others.
    Mystics– hyper-spiritual, navel-gazers, this group doesn’t just read, or impart, they read to experience. There is probably some overlap of this group with the other two.

  2. BEN Amundgaard says

    Here is a quick stab at some categories to start the discussion:

    • Librarians (collectors/compilers): They want sets or books that fill gaps in sets. They like to buy “the complete works of …” They like the idea of features but may not use them.
    • Utilitarians (scholars/pastors): They are interested in Logos for research and writing. They see it as an indispensable tool to get their job done. Whereas librarians would focus more on our selection of books, utilitarians look at the features (assuming, of course, that we have the essential books), particularly language and searching. This group is amazed by the time savings and will take advantage of more features than other groups (seeking out help if they feel overwhelmed).
    • Casual: they are serious Christians who value (on some level) Bible study. They like the idea of Bible software and appreciate they can have access to a lot more resources for a lot less money than print books. This category uses the software occasionally but might be a bit overwhelmed by some of the features.
    • Nominal: These people either have a small base package or downloaded the free app. Many of these users will tell other people that they own Logos, but they may never actually use it. They probably also have YouVersion.

    • gabemartini says

      And then if we layer on the various traditions or denominations that have users of each of the above “type,” we have a myriad of sub-categories that spring forth.

      The trick here is to determine just how granular we want to become. In other words, if we decide to target and “speak to” these demographics in a relevant, timely, and effective manner, we have to allocate our resources (not just time and money, but people) effectively, as well. Otherwise, we are creating extra work for ourselves, but with no tangible ROI.

  3. I appreciate the perspective that this brought to my attention. If I were to break down our customer base I would need to look at a particular brand first. Looking at the Logos iOS app, I would say that contains; I want a bible on my device, I want to be able to read while on the go, I want to be able to do full deep scriptural study anywhere I am.

  4. Jeffrey Kranz says

    On a meta level, we can group our users into two groups:
    1. Those who get our products as a means to an end.
    2. Those who get our product as an end itself.

    Both groups are broad, with various categories and subcategories. A person may fall into multiple subcategories, or move from one to another. In group 1, you have some high-level categories.
    • Investigators. These people know what they want to know, and buy our products to help them know what they want to know. They love the idea of a Clause Search and digging deeper. They might be Phil Gonsian academics who need to run complex research on the Trinity. They might be young Christians trying to see what the Bible says about marriage or tattoos.
    • Explorers. They don’t know what they want to know, so they get our products to help them explore. The FSB and Bible Facts appeal to them, because they don’t need to approach the Bible with the Investigator’s mindset to learn: they’re guided by spur-of-the-moment curiosity.
    • Executors. They consider themselves a slower version of the software itself. They know a lot about the Bible, regularly preach and teach from it, already got their degree in linguistics, and all that jazz, but Logos helps them do it all faster.
    • Resolvers. They know they should spend more time in the Word, because it will make them better, stronger Christians. They resolve to study the Bible, and buy our software to help them do it. These are the guilty ones, the ones who buy treadmills so they’ll keep their New Year’s resolution to work out. They make us a lot of money at conferences.

    In group 2, you have:
    • Librophiles. They buy books because they love them, and our platforms deliver the very, very best kinds of books in ways that don’t take up a lot of space.
    • Technophiles. They love all things digital, and our ecosystem is the most elegant way to digitize the various pieces of Christian life.
    There are probably more in either category, but these are just the ones that come to mind right away (without yanking me from work). =)

  5. How many of these categories we are discussing are informed by actual user interaction and/or surveys and interviews?

    Often we think we know who are customers are and what motivates them, but actual research might just turn that on its head.

    I’d write more on this, but I’m off to receive a truckful of household goods (not stolen) and my worthy Bride (also, neither stolen nor bought but nevertheless priceless).


    • Jeffrey Kranz says

      I know one of each category I listed, except the resolvers. Scott Lindsey told me about those guys. I’d really love to get some data behind these.

      It’d be nice to find a few significant “dimensions” and plot out our customers accordingly.

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