Content design from the point of view of Whole Brain® Thinking

27-08-2018 Andrea Scheibl

How can you motivate your potential customers to actively get in touch with you?

Content marketing has become an integral part of our digital world. The initial phase of your customers’ journey is increasingly characterized by researching the web and social networks for suitable providers and products and requesting recommendations from them. The first phase of information usually takes place without assistance from your sales department. The prospect will get in contact with your sales people at a much later time in the buying stage of the process.

So what should you do to draw the attention of your potential customers in this first hot informational phase? This is where content marketing comes in. Provide your target group with as much interesting content as possible on a wide variety of channels. The magic word in this context is “interesting content”. The content that is presented to the customer must be interesting for the customer, not from your personal point of view or from your company’s point of view. Take off your company’s glasses and put yourself in the position of your customer. What problems and challenges do your prospects have to overcome? What solutions are being desperately sought?

The next important step is the preparation of the content. The Whole Brain® Thinking model from Herrmann International can help you here. This model states that every person has an individual pattern of thinking according to which he or she makes evaluations, receives information and makes decisions. Since we can’t know every single buyer, it helps to map all four thinking quadrants that exist according to the HBDI® approach when designing marketing content.


What does that mean in concrete terms?

Whole Brain Thinking from Herrmann International

Source Herrmann International

Make your statements measurable by means of numbers, data, facts, studies, research, statistics and address the coolly calculating strategists, analysts and people focused on numbers and figures. (quadrant A)

Give examples, describe processes, possible procedures and tell success stories of comparable companies. This gives the structured process thinkers security. (Quadrant B)

Don’t forget to tell stories about the people who use your products or the people behind them. Awake emotions with pictorial language. Behind all the technical products and decision-makers, there are people who have feelings and emotions. (Quadrant C)

Give your customers a vision that can only be achieved with your products and your company. Where will your customer be with your solution in three, five, or ten years? This is how you address the creative visionaries who are looking for new innovative approaches. (Quadrant D)

By creating your marketing material according to these thinking styles, you can be sure to prepare your target group so that everyone will feel that their needs are being addressed. The next step for the potential customer is clear and easy: they can actively contact your sales department. Hence, your marketing department will deliver more qualified sales ready leads.


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