Ep 51: 4 Buyer types and how to write content for each one

In the last episode, we talked about niching and getting really specific about who you’re talking to.

This week, I want to go one layer deeper, because knowing who your sweet spot client is, is one thing, but understanding how they actually make buying decisions is a whole other level. And once you tap into that your content will do so much more work for you.

If you’re new here, hello and a very warm welcome to Quiet Confidence with myself, Anita Popat. I’m a marketing strategist for introverts, and today we’re going to talk about buyer types. What are they? Why they matter? And how to write content that speaks to each of them.

I’m going to start with something I notice with a lot of introverts specifically.

Most of us naturally write the same type of content, so it’s really warm, empathetic – the content I talk about that says, “I see you, I understand your world, and here’s what I think about it.”

That style of content speaks really well to a certain type of buyer. But what about the others?

We could potentially be missing out on all the other types of buyers who might be your sweet spot client and would absolutely love to work with you. So we can’t assume everyone makes buying decisions the way that we do.

Don’t worry, that’s why this episode is here.

There’s loads of different frameworks and different types of buyers. The one I’m going to share with you today is the Forrester buyer types, and there are four of them. Once you understand them, you’ll hopefully start seeing them in other people’s content, and you might even notice how you’re buying things or how friends and family are reacting to particular buyer messages as well.

I find all of this really interesting. I hope you do too, so let’s get into the four buyer types.

The first type is the Analytical buyer.

So this person needs data, evidence, and proof before they commit to anything. They want to understand the process and to see it’s worked for people like them. So they’re going to read every word of your sales page, look at your case studies, and probably ask really detailed questions before they book a call. And that’s not them being difficult, they just need to feel confident.

The content that works for them is the stuff that shows your thinking, and the things that walk them through your way of doing things, so they’ve got enough of a picture to make a properly informed decision.

The second buyer type is the Amiable.

Now, this is the one most introverts write for naturally, and honestly, it’s where we shine. You’ll see why in a minute.

The Amiable buyer makes decisions based on trust and relationship, and they need to feel safe – like you genuinely understand them. So testimonials will matter to this type of buyer, and that’s not because they need the data. They want to know someone like them had a good experience with you.

So they’re often the ones who’ve been following you quietly for months, and then they reach out because they need some time to get to really know you.

Then the third type is the Driver. This person is really decisive and results-focused. They want to know what they’re going to get, how fast, and what it costs. So they’re not going to read every word on your sales page. They’ll scan for the key information and make a decision really quickly. They really respond to clarity and confidence. If your messaging feels like it’s getting too long to get to the point or it feels really vague about what they’ll get, you’re going to lose them, so put all the information they need at the top or just get rid of all the fluff.

The fourth type is the Expressive. This person is led by emotion, story, energy, and they connect through personality and vision.

They want to feel something when they read your content, and they’re drawn to your behind-the-scenes, your way of seeing things, and just the general vibe of what it would feel like to work with you. They don’t really need a detailed process or loads of proof. They just need to feel excited and trust that you’re the right person. (This one is definitely me!)

It’d be interesting to know which one made you think, “Yeah, that’s definitely me,” when I was saying them out loud.

Now this is why buyer types matter so much for your content.

If you’re an introvert who naturally writes warm, empathetic, story-led content, you’re probably speaking really well to your Amiable and Expressive buyers. But what about the Analytical buyers who are waiting for that case study with the numbers and the figures to show them that it works? Or for the Drivers who just want you to get to the point and tell them clearly what you do and how to get started?

Most people (and I really do see this all the time) write for the buyer type that matches how you make decisions yourself, which means that whole groups of potential sweet spot clients are landing on your content, maybe resonating with you as a person, but then moving on because they couldn’t find the thing they needed to feel ready to work with you.

And we don’t want that, right?

The good news is that you don’t need to change your voice or create completely different content for each type of buyer. That’s exhausting.

You just need to be aware of what each buyer is looking for, and then you can create a good mix of content over time.

So if I was to give you some examples, this is the kind of content to create for each one…

For the Analytical buyers, share your thinking, walk them through your process, write case studies that go beyond how someone felt, and show them the actual results of what happened. You need to give them enough detail to feel confident because this type of buyer wants to understand how it works before they commit. 

For your Amiable buyers, be human. Share your stories, let them get to know you as a person, and sharing testimonials that talk about the experience of working with you, not just the outcomes work really well here. This is probably already where you’re the strongest anyway.

For your Driver buyers, be clear and direct. Tell them what you do, who it’s for, and what they’ll get. Don’t make them work for the information. A confident, direct call to action goes a long way. These lot will respect the decisiveness and switch off if you’re being too vague. These are the ones that feel like pure sales posts, but they’re what works for your driver buyers.

And then for your Expressive buyers, bring in your personality. Share your behind-the-scenes, your vision, the energy of what you’re building and why.

This is where your most personal story-led content does its best work, and where introverts can have a real edge if you let yourself go there.

So this week, I want you to look at your recent content and just notice, which buyer types are you naturally speaking to and which ones are you missing?

Now, you don’t need to overhaul everything. Just start being a bit more intentional about the mix.

Drop in a case study here, a direct post about your offer there, add in a behind-the-scenes moment. Maybe share a framework that you use.

Little by little, you’re going to start creating content that’s got something for everyone without it feeling like you’re being someone you’re not.

If you’d like help with this, My Content Mixtape has prompts that naturally fit into these buyer types.

As always, thank you so much for listening. I would really appreciate if you could rate, review, and even share your favorite episode with your audience so we can help even more introverts build their quiet confidence, and make that loud impact in the world.

Speak soon