The most common types of buyers, include:
IMPULSE/EMOTIONAL BUYERS
These buyers are motivated by emotions and temporary impulses. They tend to make decisions quickly and without much research or analysis. To advertise to impulse buyers, businesses should focus on creating a sense of urgency and use emotional appeals that tap into their desires and wants.
How to Advertise Impulse/emotional buyer?
Magic phrase: "Create an offer so good that people feel stupid saying no!" - Alex Hormozi
The best way to advertise to impulse buyers is to create a sense of urgency and use emotional appeals that tap into their desires and wants. Here are a few strategies businesses can use to advertise to impulse buyers:
Use limited-time offers: Create a sense of urgency by offering a special deal or promotion that is only available for a short period of time. This encourages impulse buyers to make a purchase quickly before the offer expires.
Use emotional appeals: Highlight the emotional benefits of your product, such as happiness, excitement, or feeling good. Impulse buyers are more likely to be swayed by emotional appeals than rational ones.
Use social proof: Showing that others are buying or enjoying your product can create a sense of validation for impulse buyers. Use customer testimonials, reviews or social media posts to showcase the product in use.
Use Scarcity: Create a sense of scarcity by highlighting that the product is in high demand, or that there is limited stock available. This can make impulse buyers feel like they need to act fast to secure the product.
Use packaging and design to catch the eye: Impulse buyers are attracted to visually appealing products, so make sure that the packaging and design of your product is eye-catching and memorable.
It's also important to take into account that impulse buyers are often impulsive in their decision making, so make sure that the buying process is as easy as possible, providing them with a clear call to action and easy checkout process.
Example:
Limited Time Offer!
Get 50% off "You_bestselling_product" today and join thousands of satisfied customers.
Only a few left in stock and our collection is over!
Don't miss your chance to experience the "unique_benefits" that only "Your_Product" can offer.
Order now! This deal won't last long.
NECESSITY BASED BUYERS
These buyers make purchases based on a specific need or requirement. They are typically more practical and focused on functionality. To advertise to necessity-based buyers, businesses should highlight the features and benefits of their products that meet the specific needs of these consumers.
How to advertise necessity based buyers?
Magic Phrase: "If you are not selling something unique, you are selling as much for competitors as you are selling for yourself!"
The best way to advertise to necessity-based buyers is to highlight the features and benefits of your product that meet their specific needs. Here are a few strategies businesses can use to advertise to necessity-based buyers:
Highlight the practical benefits: Necessity-based buyers are focused on functionality, so it's important to highlight the practical benefits of your product. For example, if you are selling a new type of vacuum cleaner, you can advertise its suction power, its filter system, or its ability to reach tight spaces.
Use detailed product information: Necessity-based buyers are more likely to research products before buying, so make sure that detailed product information is easily accessible on your website or in-store. This can include product specifications, user reviews, or comparisons with similar products.
Show the product in use: Necessity-based buyers want to see how a product will work in their daily lives, so it's a good idea to show the product in use. This can be done through product demonstrations, videos, or images that show the product in action.
Offer guarantees or warranties: Necessity-based buyers want to know that they are getting a product that will last and that they can rely on. Offering guarantees or warranties can help to build trust and credibility with these consumers.
Showcase your customer service: Necessity-based buyers may have more questions or concerns than other types of buyers, so it's important to showcase your customer service. This can include providing detailed contact information, responding to customer inquiries quickly and efficiently, and making it easy for customers to return or exchange products if necessary.
It's important to tailor the advertising message to the specific need of the target market, for example if you are selling a product that can help with a health condition, make sure to highlight the medical benefits and the research behind it, that will make the product more appealing to the necessity-based buyers.
Example:
"Introducing our new line of energy-efficient appliances. Upgrade your home with our state-of-the-art technology and see the difference in your energy bills. Our appliances come with detailed product information and demonstration videos for easy use. Plus, with our 10-year warranty and 24/7 customer service, you can trust in the quality and longevity of your purchase. Upgrade your home today and start saving on your energy costs with us."
VALUE CONSCIOUS BUYER
These buyers are focused on getting the best deal or value for their money. They tend to be more price-sensitive and compare different options before making a purchase. To advertise to value-conscious buyers, businesses should emphasize the value and savings their products offer, such as sales, discounts, or special promotions.
How to advertise for Value Conscious Buyers?
Magic Phrase: "If you can't personally stand behind your product, it's impossible to convince others to invest in it."
Highlight the value of your product or service: Emphasize the benefits and features of your product or service, and how it offers the best value for the price.
Compare your prices: Show that your prices are competitive and that your product or service offers the best value for the money when compared to similar products or services from competitors.
Offer promotions and discounts: Use promotions and discounts to create a sense of urgency and to attract value-conscious buyers who are looking for a good deal.
Use social proof: Include customer testimonials and reviews that demonstrate the value and satisfaction that others have experienced with your product or service.
Provide detailed product information: Provide detailed information about your product or service, including specifications and features, to help buyers make informed purchasing decisions.
Offer warranties and guarantees: Provide warranties and guarantees to give buyers peace of mind and to demonstrate your confidence in the quality and value of your product or service.
Use transparency and honesty in your advertising: Be upfront and transparent about the price and the value of your product or service to build trust with buyers.
Showcase your customer service: Highlight your commitment to customer service and satisfaction, so buyers know they can rely on you for support after the sale.
Example:
"Introducing our "new_line_of_premium_quality_products," designed to make your life easier. Our products come with a "host_of_benefits" that make them stand out from the competition.
Not only that, but our prices are "competitively-priced," and we are confident that you will not find a better deal anywhere else.
To help you make an informed decision, we provide detailed product information and demonstration videos. Plus, our products come with a comprehensive warranty and our dedicated customer service team is available 24/7 to assist you with any questions or concerns.
Don't settle for less, choose our premium quality products and experience the difference today.
Order now and take advantage of our limited-time offer!"
Punchlines:
Limited time offer: Save 10% on our top-rated products, get the best deal for your money"
"Exclusive deal for our value-conscious customers: Buy one get one 50% off"
"Don't overpay for quality: Our products are priced to offer the best value for your money"
"Limited stock alert: Get 20% off before our best-selling products run out"
"Upgrade for less: Take advantage of our special promotion and get the latest technology at a fraction of the cost"
"Satisfaction guaranteed: Try our products risk-free with our 30-day money-back guarantee"
"Compare and save: Our prices are unbeatable for the quality and features you'll receive"
"Stock clearance sale: Huge savings on our overstocked products, grab a bargain while you can"
"Limited time bundle deal: Get more for your money with our special package offer"
"Invest in quality that lasts: Our products come with a lifetime warranty and offer unbeatable value for the price."
BRAND LOYAL BUYERS
These buyers tend to stick with a particular brand or product. They value trust, reputation and familiarity. To advertise to brand-loyal buyers, businesses should build trust and reputation with these consumers by highlighting their brand's history, quality, and customer satisfaction.
How to advertise brand loyal buyers?
Magic Phrase: "Treat your customers the way you would like to be treated."
Highlight the brand's reputation: Use the brand's reputation, history, and past successes to appeal to brand loyal buyers.
Showcase product quality: Use high-quality images and videos to demonstrate the craftsmanship and attention to detail that goes into each product.
Use social proof: Include customer testimonials, reviews, and media mentions to showcase the positive experiences of other brand loyal buyers.
Create a sense of exclusivity: Use exclusive offers, VIP memberships, and special events to create a sense of exclusivity and to appeal to brand loyal buyers.
Leverage brand ambassadors: Use brand ambassadors, influencers, and celebrities to endorse your products and to attract brand loyal buyers.
Foster a sense of community: Create a sense of community among brand loyal buyers by hosting events, offering loyalty programs, and fostering online communities.
Use brand storytelling: Use storytelling to create an emotional connection with brand loyal buyers and to convey the brand's values, mission, and unique selling points.
Highlight the brand's history and heritage: Use the brand's history and heritage to create a sense of authenticity and to appeal to brand loyal buyers.
Be consistent with your branding: Ensure that all advertising, packaging, and customer touchpoints are consistent with your brand's image and messaging to maintain brand loyalty.
Provide excellent customer service: Provide excellent customer service to foster brand loyalty and to ensure that buyers have a positive experience with the brand.
Example
"Experience the legacy of excellence with our brand, known for its superior quality products and unwavering commitment to customer satisfaction.
As a token of appreciation for our loyal customers, we are offering an exclusive, limited-time deal on our newest product line. Handcrafted with the same attention to detail and using only the finest materials, it's a true representation of our brand's reputation, history and heritage. Plus, our dedicated customer service team is available to assist you 24/7. Don't miss this opportunity to own a piece of our brand's legacy.
Order now and elevate your life with our premium quality products."
Punchlines:
"Exclusive offer for our loyal customers: Get 10% off your next purchase"
"VIP Membership: Enjoy special perks and discounts as a loyal customer"
"Limited edition product release: Be the first to own our new product line"
"Loyalty program: Earn rewards and discounts with every purchase"
"Early access sale: Be the first to shop our new collection"
"Customer appreciation event: Join us for a special event and exclusive offers"
"Brand Ambassador program: Refer friends and earn rewards"
"Limited time offer: Upgrade your purchase with our exclusive loyalty package"
"Repeat customer discount: Get 15% off for every 5th purchase"
"Customer feedback survey: Share your thoughts and get a special discount on your next purchase"
EXPERIMENTAL BUYERS
These buyers are motivated by the overall experience or enjoyment of a purchase. They are more interested in the emotions and feelings associated with a product or service. To advertise to experiential buyers, businesses should focus on creating an emotional connection by highlighting the experiences their products can create, such as memories or personal growth.
How to advertise Experimental buyers?
Magic Phrase: "Experience the thrill of adventure and create memories that will last a lifetime"
The best way to advertise to experiential buyers is to focus on creating an emotional connection by highlighting the experiences their products can create, such as memories or personal growth. Here are a few strategies businesses can use to advertise to experiential buyers:
Highlight the emotional benefits: Experiential buyers are motivated by the overall experience or enjoyment of a purchase, so it's important to highlight the emotional benefits of your product. For example, if you are selling a vacation package, you can advertise the feeling of relaxation, adventure or romance.
Use storytelling: Experiential buyers respond well to storytelling, use it to create an emotional connection with your product. Share customer's experiences, use imagery and videos to showcase the product in use and the emotions associated with it.
Highlight the unique experiences: Experiential buyers are looking for unique and memorable experiences, so make sure to highlight what makes your product or service special and different from others.
Use Influencers: Partner with influencers or brand ambassadors who can promote your product in an authentic way and show how it can be part of an exciting and unique experience.
Create a sense of community: Experiential buyers are often looking for a sense of community and connection. Use social media to create a community around your brand and product, and encourage customers to share their experiences.
It's important to remember that experiential buyers are motivated by the overall experience of a purchase, so it's essential to not just advertise the product but the whole experience that comes with it, for example if you are selling a concert ticket, advertise not just the band but the atmosphere, the crowd, and the overall experience of the concert.
Example:
Experience the ultimate adventure and create memories that will last a lifetime with our exclusive package deal. Book your next adventure with us and receive 20% off on your accommodations, a complimentary upgrade to a deluxe room, and a complimentary activity of your choice. From skydiving to hot air balloon rides, we have it all. Don't miss out on this limited time offer, book now and let us take you on the trip of a lifetime!
Offer Punchlines:
"Escape reality and immerse yourself in the luxury of our (product/service)"
"Unleash your inner adventurer and explore the world with our (product/service)"
"Create unforgettable memories with your loved ones with our (product/service)"
"Live life to the fullest and make every moment count with our (product/service)"
"Indulge in the ultimate indulgence and treat yourself to the best with our (product/service)"
"Make your dream a reality with our (product/service)"
"Live like there's no tomorrow and seize the day with our (product/service)"
In conclusion, understanding the different types of buyers and their purchasing habits can help businesses to create more effective marketing campaigns and products that appeal to specific groups of consumers.
The book "Brainfluence" by Roger Dooley identifies several types of buyers, such as impulse buyers, necessity-based buyers, value-conscious buyers, brand-loyal buyers and experiential buyers. Each type of buyer has different motivators and purchase triggers, and therefore different strategies can be used to advertise to them.
Impulse buyers are motivated by emotions and temporary impulses, so creating a sense of urgency and using emotional appeals is the best way to advertise to them.
Necessity-based buyers make purchases based on specific needs, so it is important to highlight the features and benefits of the product that meet their specific needs.
Value-conscious buyers are focused on getting the best deal or value for their money, so emphasizing the value and savings of the product is the best way to advertise to them.
Brand-loyal buyers tend to stick with a particular brand or product, so building trust and reputation with these consumers is important.
And finally, experiential buyers are motivated by the overall experience or enjoyment of a purchase, so it is important to create an emotional connection by highlighting the experiences their products can create.
It's important to note that people can be a combination of more than one type of buyer and every advertising campaign should be tailored to a specific target audience. By understanding the different types of buyers and using the appropriate strategies to advertise to them, businesses can increase the effectiveness of their marketing efforts and ultimately boost sales.
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