Answer for ProEcomm
How should I handle the difference between the purchaser, the user, and the use case?
Treat the buyer, the user, and the situation as separate whenever they change what matters. The person paying for a product may not be the person using it, and the same product can be bought for very different reasons.
The same product can have three different buyers
A woman buys a blanket for herself.
A daughter buys the same blanket for her father.
An office manager buys twenty for employees in a cold building.
Same product. Very different questions.
What changes
- Why they are buying
- What they worry about
- What proof they need
- What size or features matter
- What would stop the sale
- What a good result looks like
Do not mash them into one vague 'customer'
If you try to talk to everybody at once, the message often becomes weak for everybody.
A gift buyer may care about presentation. An end user may care about comfort. A business buyer may care about quantity, returns, and reliability.
Keep the split only when it matters
This does not mean making a new page for every tiny difference.
Split the audience when the questions, proof, or decision really change. That keeps the copy specific without making it silly.
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