4 Types of Buyers You Need to be Writing Copy For

Do you know the 4 types of buyers? Understanding the buyer types can help you write effective sales copy that appeals to each type. The easiest way I have learned to explain the buyer types are categorizing them into these four categories: driver, analytical, emotional, and connection. 

Each buyer type has preferences and communication styles. When you learn how to write copy for all four of them, you can tailor your message to resonate more deeply with them, which increases the likelihood of capturing their attention and driving engagement. 

In this blog, I’ll discuss the personality and messaging preferences of each type. After reading, you’ll know how to write effective copy for each of the 4 types of buyers.

Why it’s Important to Write for Each Buyer Type

Writing for each of the four buyer types can enhance communication and marketing effectiveness. Typically, we tend to write and sell how we buy, meaning we only actually sell to about 25% of our audience.

When you learn how to communicate and speak to every buyer type…you’re learning how to reach and attract 100% of your audience. 

When content speaks directly to the concerns and preferences of a type of buyer, it becomes more relevant to them. Personalizing the messaging increases the likelihood of them converting because they feel understood by you.

The exercise of knowing each buyer type also helps you understand your audience. Not everyone responds to sales messaging in the same way. Writing copy to hit each personality can help you connect with your audience. You might find that you have more emotional buyers in your audience. Knowing that information can help you increase conversions.

Now, let’s talk about the 4 types of buyers you need to be writing copy for.

Driver Buyer Type

These are your results-based people. They want to know what they’re going to get from working with you. They typically have a budget, timeline, and expected results in mind. They have their ducks in a row. Driver buyers take charge, are direct, and want to be respected. Their goal is to fine-tune their strategies to make more money. 

Write content that speaks to that need by appealing to their ego. Ego isn’t a bad thing – you just speak to what they are good at. They don’t want to know all the little details that will get them the results they want – they just want to know that you’ll make it happen for them. They usually buy fast, so keep in contact with them, even if they say it’s not needed. Their brains are moving a mile a minute, so you need to stay top of mind. 

Pain point marketing works well with the driver buyer type, but don’t use it too often. It catches their attention, but speaking about it too much will drive them away. They know their pain point – they want to know the transformation you’ll provide.

Why it’s Important to Write for Each Buyer Type

Analytical Buyer Type

Now, we have our detail-oriented people. They want to know exactly what they’ll get from working with you. Unlike the driver buyer type, they want to know all the details:

  • Deadlines
  • What they’ll learn in each module
  • The platform used
  • When calls start
  • The support they get

However, they will be a little guarded. They’ve done their research and will take longer in the buying process because they know exactly what they want: something tested, tried, and true.

They probably won’t be buying from your first launch or if you’re a newer business unless it’s a proven method and you can show them that through case studies and results. By keeping details in mind, they make decisions based on logic. There will probably be more back and forth in the buying process because they want to make an informed decision. 

To write for this buyer type, focus on ROI – time, money, brand loyalty, etc. List everything that’s included with your offer. You might think they would respond well to time-sensitive offers, but they don’t. They care more about understanding what they’ll get from this offer. 

Emotional Buyer Type

The emotional buyer type wants a relationship with you. These are the quiet lurkers in your audience who you’re unsure if they’re ever going to buy from you. They are nurturing and hold space for you, so you need to make sure to do the same. They are the ones who talk about their feelings and use emotions to make important decisions.

When writing copy for the emotional buyer type, tap into their symptoms and feelings and how your offer can change that for them. Allow them to speak with references to ask questions, connect with them, and get a feel of your offer. 

Storytelling is huge for them. Draw in the emotional piece of the story – before, during, and after the transformation. They want to see all the social proof and videos from clients to help them make the leap and buy your offer.

4 Types of Buyers

Connection Buyer Type

These are the last-minute buyers who feed off FOMO. They want to be part of something. They are friendly and always invite a plus one because they want others to be included. They are driven by the connections in their life with friends and family. The connection buyers have probably been part of your community for a while, but it will take a while for them to get the courage to reach out to you. 

I know this sounds a lot like the emotional buyer type. The difference is an emotional person won’t stir up anything in their relationships, but a connector might because they focus on themselves. 

The important thing about connection buyers is it might take them a while to get in, but once they are, they’re in for life. They are loyal, lifetime buyers. When it comes to making a purchase decision, they want to know:

  • Who is there?
  • What do I get?
  • How much longer do I have to buy?

Then, once they’re in, they will refer it out. Remember that they will always invite a plus one! If they love your community, they will invite everyone they know to join. As you know, this can be incredibly valuable for your business. 

When writing copy for connection buyers, sell them the experience and give them a chance to be part of something. As I mentioned, time-sensitive offers work well with this buyer type.

Writing for each of the 4 types of buyers is essential for creating personalized, relevant, and engaging content that resonates with a diverse audience. You’ll establish meaningful connections because you understand your audience, which ultimately leads to increased conversion rates and business success. 

If you need additional training on the four buyer types you can buy my 4-part sales training bundle, or check out my coaching packages for more marketing and sales support. When I work 1:1 with you, I help you craft a roadmap that doesn’t just increase brand awareness; it builds an engaged and activated community that fuels your growth. Schedule a discovery call to chat more!

About Wildly Creative Studio

At Wildly Creative Studio, we’re more than just a marketing consulting and digital marketing agency – we’re your dedicated partners in growth, specializing in crafting a robust digital footprint that boosts brand awareness, drives website traffic, and cultivates a community of devoted customers. With a powerful omnichannel presence, we help businesses expand, reaching a larger audience, achieving higher conversion rates, and more. Whether it’s social media, engaging blog content, or email marketing, we equip you for the growth you desire. Book a discovery call with me to get started.