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