What if I told you four people could instantly increase how effective your websites, landing pages, lead magnets, ads, and email marketing performed?
Would you believe me?
Well, there most definitely are, and I’ll share them with you here.
I’m going to assume that you already have an idea of who your ideal client is. Still, understanding buyer psychology is one of the most fundamental concepts when writing anything to convince someone to buy.
If you don’t know what motivates or engages different people, how will you be able to motivate or engage them?
Now, I love to geek out on psychology (luckily, because that’s what makes me a good copywriter). Still, for many business owners like yourself, you don’t need to add another thing to your to-do list or another hat to wear.
So, consider this your cheat sheet to the basics of buyer psychology that you can refer to when writing your next marketing or sales collateral. I’ll introduce you to them, their traits, and how you can adapt your copy to appeal to them.
As a side note, it’s most likely that your audience will be made up of a mixture of these personas, so keep this in mind when creating your collateral. Below I’ll show you how to add elements to your copy that will appeal to all four friends.
Are you ready to meet your four new best friends? Great, let’s go…
Say hi to Freddie. Interestingly, Freddie makes up the smallest percentage of the population and is a quick buyer who makes quick decisions. Freddie doesn’t like getting lost in detail; however, you must ensure your offer is clear.
To appeal to Freddie:
- Content should be short and snappy – video works well
- Keep sentences and paragraphs short
- Don’t be afraid of white space (don’t let the page look too crowded)
- Have any call to action or buttons near the top of the page, so Freddie doesn’t have to scroll or look for what to do next (because trust me, he won’t)
Meet Debbie. Debbie loves making deep connections and is often found looking after everyone else. Debbie is your best friend when it comes to helping you sell, as she will often share things with friends if she thinks it might help them.
To appeal to Debbie:
- Ensure content and communication is personalised
- Storytelling strongly resonates with Debbie
- Use images to form a connection (bonus tip: hands in an image helps builds trust)
- Ask for content to be shared with friends as a call to action
Pete needs little introduction; his name says it all. Pete is fun-loving, the life and soul of the party, and even when it comes to marketing, he likes to have fun. Pete wants to be wooed, so be prepared to put some work in to appeal to Pete.
If you want to get him on side:
- Use funny, humourous content – Gifs work well
- Use puns – but don’t dilute your messaging and risk upsetting your other three friends
- Slower decision makers, so regular, entertaining emails will get Pete on side
- If you get Pete onside, he’ll also bring friends along
And last, but most definitely not least, we have Claire. As her name suggests, Claire makes slower buying decisions and needs much more detail. Interestingly, Claire makes up the majority and asks lots of questions. She likes to know exactly what the what is.
To appeal to Claire:
- Longer form content works well, such as blogs
- Ensure you use lots of detail – think about who, what, where and when
- Use social proof – reviews, testimonials, and case studies to build credibility
- Always give contact details because even if you think you’ve included every detail, Claire will have questions
How did you enjoy meeting your four new best friends?
You may already know if your audience is mostly one or two of them or a whole mix, but the great thing is that you can appeal to all four with each piece of content or copy.
The secret to appealing to all four at once is to take elements from each. For example, with a landing page:
At the top of the page:
- Have a headline that clearly says what you do and who you serve (Cautious Claire)
- Use an image of yourself (Deep Debbie), something fun if possible (Party Pete)
- And before the reader needs to scroll anywhere, have a call to action and a button (Fast Freddie). You’ll still have calls to action and buttons further down the page, but you want to appeal to Freddie before he has to scroll.
As a content and copywriter, helping businesses attract and nurture their ideal clients to grow their sales lights me up. Drop me a message today if you need help identifying your perfect client, perfecting your messaging, or marketing your services.
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