The Market Your Message Show
The Market Your Message Show
Ch 14. Understanding the 4 Types of Buyers
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Mastering the Art of Selling: Understanding & Appealing to Four Types of Buyers
In this enlightening episode, we dive into the wisdom of David Ogilvy and explore his timeless lessons on understanding and appealing to four distinct buyer types. We start by revisiting Ogilvy's iconic Rolls Royce ad campaign and how it succeeded by addressing the needs of spontaneous, methodical, social proof, and deadline-driven buyers. Learn why a one-size-fits-all marketing approach often results in failure and discover the importance of segmentation in crafting compelling messages tailored to each buyer type. By the end of this episode, you'll gain practical insights on enhancing your marketing strategies to resonate with every customer segment, turning your 'meh' offers into 'must-haves'. Plus, get hands-on with an exercise designed to help you brainstorm and develop targeted messages for each buyer type, ensuring your sales efforts are both efficient and effective.
00:00 Introduction: The Four Types of Buyers
00:04 The Success of Ogilvy's Rolls Royce Campaign
01:31 Why Understanding Buyer Types Matters
01:54 Common Marketing Pitfalls
03:00 The Power of Segmentation
03:36 Deep Dive: The Four Buyer Types
05:53 Practical Exercises to Apply Buyer Knowledge
07:03 Crafting Targeted Marketing Messages
08:24 Conclusion: Key Takeaways
Hello and welcome to the market. Your message show. I'm your host, Jonathan Milligan. And we are going through the third book in the series. Validate your offer. This is an important book because a lot of people will start their business online. And then they're trying to figure out how do I create something that people will want and how do I do it without wasting time? And that's what this third book in my book series is all about. Now as a thank you for being a loyal podcast listener, I am making the audio book available one chapter at a time every single week. And as you're listening to this, we are currently going through that. Validate your offer. Now, if you ever want the audio book or you want the book or the workbook, you can go to platform growth, books.com again, it's platform, growth books.com, and you could order one of those. And of course, listen, as you go through the book or use the workbook to implement what you hear. In each episode. So with that being said, let's jump right in to today's chapter.
Speaker 43:Chapter 14, Understanding the Four Types of Buyers. David Ogilvie knew how to sell to people. His famous ad campaign for Rolls Royce in the 1960s proved it. The headline read, at 60 miles an hour, the loudest noise in this new Rolls Royce comes from the electric clock. Ogilvy understood that different people buy for different reasons. Some are spontaneous, jumping at the chance to own the latest and greatest. Others are methodical, needing every last detail before making a move. Then, there are the social proof buyers who look at what others are doing. And of course, the deadline driven folks who wait until the last minute to decide. Ogilvy's Rolls Royce ad had something for everyone. The spontaneous buyers were hooked by the novelty of an electric clock being the loudest noise in a car. The methodical crowd got their fill. They heard about technical details. They learned about the vehicle's construction and performance. Social proof came from the implication that Rolls Royce cars were the choice of discerning buyers. And the deadline driven? Well, they knew they had to act fast if they wanted to be seen driving the latest status symbol. The results spoke for themselves. The ad campaign was a smashing success, cementing Rolls Royce's reputation as the ultimate luxury car. And it was all because David Ogilvie understood the four types of buyers, And how to appeal to each of them. So what does this have to do with you and your validation offers? Everything. If you want to turn your ideas into income, you need to know how to sell to all four buyer types. In this chapter, we'll dive deep into what makes each type tick and how you can craft your messaging to resonate with them,
Get ready to take your offers from meh to must have.
Speaker 44:Understanding the four types of buyers. You've poured your heart and soul into creating an offer that, you know, will change lives. You've spent countless hours perfecting every detail from the content to the packaging. You hit publish, sit back and wait for the sales to roll in. But crickets, nada. Zilch. What gives? Chances are, you've fallen into the trap that snags so many entrepreneurs. You're using a one size fits all approach to marketing, trying to sell to everyone the same way. But here's the thing. We all buy differently. Some of us are impulsive, ready to whip out our wallets at the first sign of something shiny and new. Others need to mull it over, do their research, and weigh every pro and con before making a move. You fail to account for these buyer motivations and decision making processes. Then, you're leaving money on the table. A lot of it. You might as well be shouting into the void, hoping that someone, anyone, will hear you and take action. But it doesn't have to be this way. The secret to selling successfully? Segmentation. Divide your audience into four buyer types. Tailor your messaging to each group. This way, you can create marketing that resonates deeply. No more wasted ad spend or lackluster launches. Think about it like this. If you were selling a car, would you use the same pitch for a speed demon who craves new things as for a cautious family man who puts safety first? Of course not. So why would you use the same approach for your offers? Next, we'll cover the four buyer types. We'll see how to craft your marketing to appeal to each group's unique mind and journey. Get ready to watch your sales soar.
Speaker 45:Four types of buyers ready to rev up your sales engine. Here are the four steps to mastering the art of selling to all buyer types. Type one spontaneous buyers. First up, let's talk about those spontaneous buyers. They're the ones who get fired up about anything new and exciting. To hook them, you need to emphasize novelty and spark their curiosity. Think about those impulse purchases at the supermarket checkout. Spontaneous buyers just can't resist something fresh and intriguing. Your key takeaway? Play up the newness factor to get these folks on board. Type, Methodical buyers. Next, we've got the methodical buyers. These are the people who carefully weigh every decision and need all the details before taking the plunge. They're not going to buy on a whim. They want to know exactly what they're getting into. Research shows that providing comprehensive product info can boost conversions by a whopping 80%. So, your mission is to preemptively address any questions or concerns these meticulous buyers might have. Type 3. Social proof buyers. Let's talk about the social proof buyers. They're the ones who look to others experiences to validate their own purchase decisions. They want to know that they're making a smart choice. And they trust the opinions of people who have been there and done that. As psychologist Robert Cialdini put it, we view a behavior as more correct in a given situation to the degree that we see others performing it. Your key takeaway? Leverage customer success stories and testimonials to show these buyers that they're in good company. Type four. Deadline driven buyers. Finally, we've got the deadline driven buyers. These folks are motivated by scarcity and limited time opportunities. They don't want to miss out on a good thing. So they'll wait until the last minute to make their move. Just look at the California gold rush of 1849. Hordes of buyers were clamoring to stake their claims before it was too late. Your key takeaway, use time sensitive offers. And highlight the fear of missing out to light a fire under these buyers and compel them to act master these four types of buyers. And you'll be well on your way to selling to all buyer types like a pro in the next section, we'll dive into some practical exercises you can use to put this knowledge into action.
Speaker 46:Today's exercise, find an idea for each buyer type. All right, let's get practical. It's time to put all this buyer type knowledge to work and start crafting some killer marketing messages. Here's your mission. Should you choose to accept it? Block off 10 to 15 minutes right now and dive into a brainstorming session. Your goal? To come up with ways to incorporate appeals to each buyer type in your validation offer messaging. Start by thinking about your offer from the perspective of each buyer type. What would hook a spontaneous buyer? How can you provide the details that methodical buyers crave? What social proof can you leverage to win over skeptics? And how can you create a sense of urgency for those deadline driven folks? Jot down every idea that comes to mind, no matter how wild or out there it might seem. Remember, this is brainstorming. There are no wrong answers. Once you've got a solid list of ideas, it's time to start crafting your messages. Take one idea for each buyer type and flesh it out into a full fledged marketing message. Think about the language, tone, and style that will resonate with each group. For example, your message for spontaneous buyers might be, Introducing the brand new XYZ program. It's the freshest, most exciting way to achieve desired result. Get in on the ground floor before everyone else catches on. For methodical buyers, you might say, Discover the proven XYZ system for achieving desired result. Our program includes many details about what's included, so you know exactly what you're getting. Plus, our 30 day money back guarantee means you can try it risk free. Your social proof message could be, Join the thousands of target audience. They have already achieved desired result with the XYZ program. Here's what just a few of them have to say. Insert testimonials. For buyers with deadlines, you might say, Last chance to get the XYZ program for X dollars. This offer ends in timeframe. So grab this chance to achieve desired result. Crafting these targeted messages will help you connect with each buyer type more deeply. It will also increase the likelihood of them saying yes to your offer. Give it a try and see how it impacts your sales. Key takeaways. Cater to all four buyer types. They are spontaneous, methodical, and efficient. Social proof and deadline driven. This will help you sell your validation offers like hotcakes. Match your marketing to each group's unique motivations and watch your sales soar. Sprinkle in novelty, information, social proof, and urgency to make your offer irresistible to every buyer type.