For every person trying to write about their brand (or their client’s brand) online
There’s a marketer who’s telling them with 300% certainty
“Clients are sick of hearing about FEATURES. You need to talk to them about BENEFITS.”
“If you’re still using STATISTICS instead of STORYTELLING, you’re doing it wrong.”
“Don’t bore them with the DETAILS. Customers only care about the RESULTS.”
The issue with all the marketing bros and Instagram experts yelling over each other like Sotheby’s auctioneers is that they give objectively good advice. And they’re convincing.
I assure you that the antidote to all these warring opinions exists.
And even though it feels like such priceless knowledge should be hidden in a secret temple at the top of Mt. Kilimanjaro or guarded by an ancient order of Carthusian monks... You don’t even have to trek into the heart of the Amazon to find it.
All you have to do is ask:
Is this “good” advice good for my audience?
And the answer?
Good old-fashioned, no frills, plain-Jane buyer psychology.
Buyer Psychology
WHAT IT IS
An inside look at how your ideal customer decides what to buy, and a dropped pin on the roadmap of where they’re at in that decision-making process.
WHAT IT’S NOT
A tool to stereotype your customers based on their age, gender, or demographic.
(Because if you think that all people from those buckets make the same buying decisions, to quote Obi Wan, “WELL THEN YOU ARE LOST!”)
WHY IT’S IMPORTANT
It’s a shockingly reliable way to avoid “swing and a miss” marketing
Without having to initiate a Freaky Friday fortune cookie body swap with your ideal customer. (Which, while fun and wholesome, is time-consuming.)
I know that all you big, strong brand builders would never be intimidated by the term “Buyer Psychology.” But If the term “Buyer Psychology” makes someone ELSE’S palms a little sweaty, think about it this way.
If you were a DJ, would you go play a set without learning who was in the audience and why they’re there? No, of course you wouldn’t.
If you did, you’d risk playing Katy Perry’s “Firework” or Kesha’s “Tik Tok” for a room full of Boomers instead of their intended audience: Millennials getting dressed for a night out in 2010.
Imagine the blank stares of a room full of people who have no idea what it’s like to wake up in the morning feeling like P Diddy. A nightmare.
That’s why I call this section of a Brand Character Synopsis “Audience.”
You gotta know who you’re playing to.
Now, I’m aware that there’s a good chance that you knew this already.
Here’s why I’m talking about it anyway.
Just because you know how important buyer psychology is doesn’t mean that your clients or your team does.
A lot of people understand their audience intuitively.
It’s part of why they were able to create a service or product that’s so perfect for them.
But intuition isn’t transferrable.
The best way to make sure that your client, team, or team of freelancers pins the conversion tail on the sales donkey is to translate that intuition into documentation.
(Which is precisely what I do in my Vol. 1 service. That and, phew, so much more.)
To understand your audience,
we're going to need to view them from two angles:
THE WIDE VIEW
Buyer types
THERE IS A WEALTH OF RESEARCH ON BUYER BEHAVIOR -- and out of that research four basic buyer types have emerged.
Each buyer type needs something very different in order to feel comfortable taking the next step — whether that step is putting their email on your mailing list, or forking over $600 for an expensive bottle of whiskey.
Buyer types are extremely subjective. The same consumer who is an amiable buyer when buying a sundress might be an expressive buyer when it comes time to buy her next car.
Analytical Buyers
Analytical buyers are logical and detail-oriented. They carefully evaluate options, conduct thorough research, and rely on data and facts to make decisions.
They appreciate accuracy, precision, and reliability in products or services.
THEY VALUE MESSAGING THAT: Presents them with the data they need to draw their own conclusions.
THEY DON’T LIKE: Unsubstantiated claims or feeling rushed.
Amiable Buyers
Amiable buyers prioritize harmonious relationships and seek a sense of belonging and connection. They value trust, collaboration, and personal interaction.
They appreciate brands that provide excellent customer service, show empathy, and create a positive experience.
THEY VALUE MESSAGING THAT: Reflects their values and makes them feel seen and understood.
THEY DON’T LIKE: Pushy, impersonal, or aggressive tactics.
Expressive Buyers
Expressive buyers are enthusiastic, creative, and focused on self-expression. They seek products or services that allow them to showcase their individuality and unique personality.
They are often influenced by emotions and desire products that evoke positive feelings.
THEY VALUE MESSAGING THAT: Helps them visualize how what you offer fits into and enhances their life.
THEY DON’T LIKE: Too many facts and figures.
Drivers
Drivers are assertive, results-oriented, and focused on achieving goals. They value efficiency, effectiveness, and tangible outcomes.
They are often decisive and willing to take risks to accomplish their objectives.
THEY VALUE MESSAGING THAT: helps them understand the benefits, bottom line, and results.
THEY DON’T LIKE: Vague promises and unnecessary details.
THE WIDE VIEW
Stage of Awareness
ALL BUSINESSES SATISFY A DESIRE, FILL A NEED, OR SOLVE A PROBLEM.
Stage of awareness is how well your client knows that they have that desire, need, or problem,
and how close they are to resolving it with your business.
For example, this time last year I had no idea that there was a company called “Dude Wipes” that specialized in making your nether regions minty fresh. Last week, however, I spent 5 minutes in the paper goods aisle of target, comparing their svelte black packaging to my standard Cottonelles.
(Did not pull the trigger, in case you’re curious.)
Unaware
Doesn't know that they have a problem.
YOUR MESSAGING SHOULD TELL THEM:
Your experience can be improved.
Problem aware
Is aware they have a problem, but isn't sure how to resolve it.
YOUR MESSAGING SHOULD TELL THEM:
Here's how to solve your problem
Solution aware
Knows that their problem has a solution, but needs help understanding that solution.
YOUR MESSAGING SHOULD TELL THEM:
Here are the benefits of my solution.
Product aware
Understands your solution, and is comparing your proposed solution with your competition's.
YOUR MESSAGING SHOULD TELL THEM:
Here’s why you should choose me instead of someone else.
Vendor aware
Is already committed to your solution, and is evaluating the best time to take advantage of it.
YOUR MESSAGING SHOULD TELL THEM:
Here's the best time to get started.
Got all that? Good.
The next time someone tells you to use long-form narrative storyselling technique to your analytical, vendor-aware audience,
you can tell them to keep on stepping
NOW FOR THE CLOSE-UP
Core desire
Pain and pleasure points
Your “brand meet-cute”
Instead of thinking about your clients as a group, picture a single individual.
Core Desire
YOU MAY THINK CORE DESIRE IS the thing your customers want your product or service to do for them.
Nope. This is the thing underneath that thing.
It’s the deeper, essential desire that they probably only recently discovered in therapy.
When a brand can access this desire (in a THOUGHTFUL NON-MANIPULATIVE) way, you cement your relationship with your ideal customer.
If a client is joining an online membership for entrepreneurs.
THEIR CORE DESIRE IS NOT: To have more networking opportunities
THEIR CORE DESIRE IS: To not feel alone in their lives and businesses.
If a client is buying a reusable water bottle.
THEIR CORE DESIRE IS NOT: To keep their coffee hot and their water cold for longer
THEIR CORE DESIRE IS: To feel less helpless at the state of the planet.
To access these core desires, you’ll have to be subtle.
Indirect advertising campaigns, and nuanced copywriting (which, if you’re about to embark on your web copy? I happen to specialize in this field for both Product-Based and Service Provider businesses.)
Pain and pleasure points
A CLIENT'S PAIN POINTS ARE THE UNDERLYING PROBLEMS THEY MAY HAVE with a business like yours, and what’s causing them to hesitate when they’re considering moving forward.
Pleasure points, on the other hand, is what you can do as a business to delight them.
Addressing pain points take away barriers to buying.
Addressing pleasure points takes their experience from good to great.
🚨 But at this point the ethical marketing klaxons are blaring 🚨
Be aware that pain and pleasure points are informative, not manipulative. If you tinker with these delicate levers with malice aforethought: trust me — your clients WILL KNOW.
Brand Meet-Cute
I'VE SAID BEFORE THAT BRAND MESSAGING IS A LOVE STORY. This is a written snapshot of the moment in time where your customer locks eyes with your brand.
If you’re going to decide what to focus on in your messaging, you need to know
Your ideal client’s backstory. What did they try to solve their problems or fill their needs before you came along?
Why/how your customer encountered you, sought you out, or was referred to you.
What they want, need, or expect of our a brand like yours.
Because when an ideal customer encounters a brand that knows exactly where they came from and what they’re hoping for? Fireworks.
If the idea of capturing and articulating all of this is making you break out in an undignified flop sweat?
Dry your brow.
All of this (and more) is included in Lexicon Copy Co.’s Brand Messaging Strategy service.
