Whatever audience one is targeting, it is essential to understand their customer profiles.
The purpose of this process is to help an organisation to put themselves in the feet of potential customers. People generally speaking act and behave and generally go through life making decisions and choices in two primary ways that are intertwined to varying degrees – emotionally and rationally. That is why it is important to list both features and benefits, as these talk to both the rational and the emotional sides of the brain.
The emotional side is all about fulfilling needs and desires. They are decision drivers, as we sometimes like to call them, but they do need logic to support the rational part of the brain, so a person feels assured that they are making a good decision. The amount of impact each element will have is down to the individual’s disposition and character, but most people act somewhere within the middle of these two extremes.
Of course, the type of purchase will have an influence on the decision-making process too. The supply of utilities is mostly due to price, and the exchange of money at an airport is mostly down to convenience. But buying a car or a house are emotionally-driven decisions – even though people would deny this if you asked them.