In the Adoption Continuum, The Early Majority are the first big group after Early Adopters and are known a Pragmatists because of the reasons that they buy.

These two customer types choose to buy for very different reasons.

For example, Early Adopters typically buy to gain a dramatic competitive advantage and look for new technology to provide it.

By contrast, Early Majority typically buy to solve a specific business problem and look for quality and reliability as their criteria.

The big takeaway here is that you’ve got to:

  1. Understand where your customer is on the Adoption Continuum (which of the 5 Archetypes they are)
  2. Understand the specific reasons that specific Archetype makes a buying decision
  3. Tailor your Marketing/Sales message accordingly to resonate with those reasons