When you’re creating content for your brand, simply writing good copy won’t cut it. Your potential buyer is being swamped with ads, videos, and emails all day long. The key to standing out is to communicate with your buyer type.
What is a buyer type: There are four key buyer types which you’ll learn about in detail below. Buyer types explain what drives someone’s purchasing decision. It helps us understand what different people need to hear before typing in their credit card digits!
It’s important to understand the “why” behind using buyer personas to write copy. It’s more than just capturing attention – the goal is to make your buyer feel understood. When they read your copy, your audience should think, “Wow, this was made for me!” THAT’S how you make the sale.
Tailoring your copy to resonate with different buyer types takes some effort, but it’s well worth the initial time investment. Let’s dive into how you can harness the power of buyer types to write copy that sells.
Analytical buyers are looking for factual, helpful content without the fluff. Highlight key statistics, provide detailed specifications, and showcase the tangible benefits of your product or service.
Analytical buyers value reliability and long-term benefits. Your copy should provide detailed information about the lasting impact of your offering. Try using testimonials and case studies to build trust, or include some kind of promise or guarantee if you have it.
When writing content that resonates with an analytical buyer, lists are your best friend! Create an FAQ post, make a side-by-side comparison of competitor products, or write a list of what’s included in your offer. Content like this can help the buyer feel confident in your product and ultimately drive a purchase.
When talking to a driven buyer, focus on efficiency. Like analytical buyers, driven buyers don’t need all the fluff to be sold. They respond best to results-oriented copy that tells them why your product is the ideal solution.
Your copy should emphasize your product’s unique selling points. Provide clear comparisons with competitors, offer case studies, or showcase your achievements. You can even create a sense of urgency in your content to encourage fast decision-making. Don’t hesitate to throw a limited-time offer their way! Convince the driven buyer that choosing your product is a strategic move toward success.
Appealing to your buyer’s emotions doesn’t have to be manipulative. Knowing your audience’s emotions can help create a genuine connection through copywriting. Speaking to the prospect’s “pain” is one way to do it, but it works just as well to use empathetic language or offer support.
Amiable buyers are more likely to value connection with others, so providing social proof is a great way to spark their interest! Use genuine testimonials and heartfelt stories to give them the reassurance they’re looking for. They’ll probably want to see the personal side of your business too, whether that’s behind-the-scenes photos or team member bios. Keep your content warm, genuine, and relatable if you want to connect with these buyers.
Expressive buyers want to know how your product will infuse joy into their lives. Inject energy into your copy, with a heavy emphasis on storytelling and vibrant language. Expressive buyers are rarely concerned about the big picture — they’re excited to get started right now. Highlight limited-time offers, exclusive deals, and the thrill of seizing the moment.
Because expressive buyers are often visual, make sure to include plenty of supporting imagery for your copy! This could look like colorful infographics, videos, or content that inspires them to engage (click here, swipe through, etc.) Since expressive buyers often chase adventure, showcase experience-centric content to keep them engaged.
If you haven’t experimented with buyer personas before, nailing down your audience’s type is a great place to start! Check out our free Buyer Type Guide for even more ideas about how to reach every type of audience.
Crafting copy that sells is an art, and with buyer types as your guide, you’re well on your way to mastering it!